SOUVENIR MARKETING IN TOURISM RETAILING SHOPPER AND RETAILER PERCEPTIONS by KRISTEN K. SWANSON, B.S., M.S. A DISSERTATION IN CLOTHING, TEXTILES, AND MERCHANDISING Submitted to the Graduate Faculty of Texas Tech University in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY Approved

Accepted

August, 1994 1 o t.i.H" ^b^/

•b C'J

® 1994 Kristen Kathleen Swanson ACKNOWLEDGEMENTS

The researcher would like to thank Dr. Patricia Horridge, advisor and friend, for her guidance and support at Texas Tech University. Dr. Horridge continually gives of herself to encourage and inspire her students. Additionally, this researcher would like to thank Dr. Claud Davidson, Dr. linger Eberspacher, Dr. Lynn Huffman, and Dr. JoAnn Shroyer for allowing this exploratory research to take place, and keep the study grounded. Each committee member took time to listen, evaluate and strengthen this study. Thank you to Tom Combrink, Arizona Hospitality Research and Resource Center, Northern Arizona University, for assisting with the statistical analysis. Further, this researcher would like to thank all of the graduate students who came before her, for it is by their accomplishments and mistakes that the present study was enhanced.

The researcher would like to thank her husband James Power, her parents

Richard and Bonnie Swanson, and Bill and Ruby Power, and special friends Chris and

Judy Everett for their constant support in accomplishing this study and the degree which comes with the work.

11 TABLE OF CONTENTS

ACKNOWLEDGEMENTS ii

ABSTRACT vii

LIST OF TABLES ix

CHAPTER

L INTRODUCTION 1

Theoretical Framework 2

Statement of Problem 3

Purposes of the Study 6

Research Objectives and Questions 7

Research Objectives 7

Research Questions 8

Limitations 9

Definition of Terms 9

II. REVIEW OF LITERATURE 13

Theoretical Development 13

Souvenir Phenomena 18

Craft Consumer Typology 23

Consumer Profile 26

Activities and Motivations 27

Demographic Characteristics 31

Retailer Profile 33

iii Retail Strategies 37

Summary 41

III. METHOD 44

Sample 44

Selection of Sample 45

Sample Size 46

Description of the Instrument 47

Souvenir Tourist Questionnaire 48

Souvenir Retailer Questionnaire 50

Procedure 51

Pilot Study 52

Statistical Analysis of Data 53

IV. RESULTS 56

Distribution and Completion of Questionnaires 56

Souvenir Tourist Sample 57

Souvenir Retailer Sample 57

Reliability of Scales 57

Description of Sample 58

Souvenir Tourist Sample 58

Souvenir Retailer Sample 58

Instrument Scales 63

Tourist Scales 63

iv Souvenir Merchandise Scale 63

Tourist Merchandise

Selection Factors Scale 65

Information Sources Scale 65

Souvenir Shopping Locations 68

Tourist Patronage Motives 68

Tourist Reasons for Travel Scale 68 Tourist Travel Activities

Scale 73

Retail Scales 78

Merchandise Assortment Scale 78

Merchandise Selection

Factors Scale 78

Retail Patronage Motives 78

Identification of Tourist Groups and Retailer Groups 83

Tourist Groups 83

Retailer Groups 84

Analysis of Research Questions 84

Research Question 1 87

Research Question 2 87 Research Question 3 87 Research Question 4 90

Research Question 5 93 Research Question 6 93

Research Question 7 96

Summary of Findings for Research Questions 100

V. SUMMARY, CONCLUSIONS AND RECOMMENDATIONS . . 102

Summary of the Study 102

Findings 104

Interpretation of the Results 109

Tourist Sample and Retailer Sample

Differences 109

Souvenir Consumer Groups 112

Souvenir Retailer Groups 116

Conclusions and Implications 117

Recommendations for Further Study 119

Souvenir Phenomena 121

BIBLIOGRAPHY 123 APPENDICES

A. TOURIST COVER LETTER AND SURVEY INSTRUMENT 128

B. RETAILER COVER LETTER AND SURVEY INSTRUMENT 141

C. USE OF CLUSTER ANALYSIS AND FACTOR ANALYSIS 150

VI ABSTRACT

The purposes of this study were to determine shopping orientations of tourists in the Southwest using souvenir purchase behavior as a base measurement and to assess Southwestern retailers' knowledge of tourists visiting the Southwest. Tourist shopping segments were identified using souvenir merchandise purchases, souvenir merchandise selection factors, souvenir information sources, souvenir shopping locations, retail patronage motives, reasons for travel, travel activities, and demographic characteristics. In order to determine retailers' awareness of tourists' buying behavior, differences in souvenir merchandise offered emd purchased, souvenir merchandise selection factors, and retail patronage motives were compared. Tourists who visited Arizona, Colorado, New Mexico, and Utah, between July 1, 1992 and

June 30, 1993, were sampled. Additionally, retailers in operation in Arizona,

Colorado, New Mexico, and Utah, between the same dates were sampled. Two survey instruments, one directed at tourists and one directed at retailers, were distributed. A pilot study of each instrument was conducted prior to the distribution of the questionnaires. The questionnaires were distributed to potential survey participants using the Dillman (1978) method for mail surveys. After three mailings,

398 usable tourist questionnaires and 307 usable retailer questionnaires were received.

A variety of statistical procedures were employed to analyze the data.

Cronbach's alpha reliability coefficients were calculated for scale consistency and internal reliability. Statistical methods included t-test and analysis of variance.

Vll Findings indicated measurable differences in the merchandise purchased by souvenir consumers when compared with merchandise sold by retailers. The majority of merchandise categories were more important to tourists than to retailers.

Differences were apparent in the importance of souvenir merchandise selection factors when comparing souvenir consumers and souvenir retailers. Fewer differences were evident between tourists and retailers with regard to merchandise selection factors than with merchandise assortment or retail patronage motives. Differences were evident in the importance of retail patronage motives when comparing souvenir consumers and retailers. The majority of patronage motives were more important to retailers than to tourists. Factor analysis of the tourist sample resulted in three tourist groupings: home-oriented, destination-oriented, and aesthetic-oriented. The profile characteristics of the three groupings of the tourist sample did not differ significantly.

Factor analysis of the retailer sample resulted in four retailer groupings: tourist- directed, artistic/cultural-directed, adornment-directed, and collection-directed. The profile characteristics of the four groupings of the retail sample did not differ significantly.

Vlll LIST OF TABLES

3.1 Description of Research Questions, Instrument, and Statistical Analysis 55

4.1 Tourist Demographic Characteristics 59

4.2 Retailer Demographic Characteristics 61

4.3 Summary Table for Tourist Souvenir Merchandise Categories 64

4.4 Summary Table for Tourist Merchandise Selection Factors 66

4.5 Summary Table for Tourist Information Sources 67

4.6 Summary Table for Tourist Souvenir Shopping Locations 69

4.7 Summary Table for Tourist Patronage Motives 71

4.8 Summary Table for Tourist Reasons for Travel 74

4.9 Summary Table for Tourist Travel Activities 76

4.10 Summary Table for Retailer Merchandise Assortment 79

4.11 Summary Table for Retailer Merchandise Selection Factors 80

4.12 Summary Table for Retailer Patronage Motives 81

4.13 Factor Loading: Souvenir Merchandise Scale Varimax Rotated Solutions 85 4.14 Factor Loading: Merchandise Assortment Scale Varimax Rotated Solutions 86

4.15 Summary Table for Retailer and Tourist Merchandise Category t-tests 88

4.16 Summary Table for Retailer and Tourist Merchandise Selection Factors t-tests 89

4.17 Summary Table for Retailer and Tourist Patronage Motives t-tests 91

IX 4.18 Summary ANOVA Table for Souvenir Tourist Groups Unequal Sample Sizes 92

4.19 Summary Table for Souvenir Tourist Groups Demographic Characteristics 94

4.20 Summary ANOVA Table for Souvenir Retailer Groups Unequal Sample Sizes 97

4.21 Summary Table for Souvenir Retailer Groups Demographic Characteristics 98 CHAPTER I

INTRODUCTION

Studies of consumer shopping orientations seek to identify a limited set of distinct shopper types, labeled typologies, to which retail management may direct marketing efforts (Westbrook & Black, 1985). The appeal of such typologies is the potential to improve retail decision-making by enabling retailers to "differentiate and target their offerings, locations, and promotional efforts" according to patronage responses of basic shopper types (Westbrook & Black, 1985, p. 78). Shopper typology studies are varied. Determination of groups has ranged from buying behavior of specific products or groups of products, to retail marketplace patronage characteristics (Westbrook & Black, 1985). An investigation of tourist shopping orientations for souvenir products and the preferred retail environments holds potential for retailers to better direct marketing efforts to a nonlocal clientele.

Souvenirs are economically important for many retail businesses located near or at tourist destinations. Each year, gift shops sell $23 billion worth of souvenirs

(Gordon, 1986). A portion of the income from souvenir sales is generated from gift, antique, food, apparel, accessory, and general merchandise retail businesses, and art galleries. The souvenir may be of various forms such as postcards, T-shirts, objects of nature, local crafts, fine art, wearable art, accessories, jewelry, toys, and other items. Souvenirs may be mass produced goods or expensive handmade items

(Blundell, 1993). Theoretical Framework

The nature of humans is to return from traveling with a souvenir or memento of the experience. "The desire to visit and collect a souvenir from a strange or unfamiliar place has always been an unquashable yearning in the human soul"

(Petersen, 1985, p. 50). Souvenirs are a universal reminder of special moments or events. The purchase of a souvenir by a tourist serves as a tangible way of capturing or suspending an otherwise intangible experience. MacCannell (1976) stated returning home with souvenirs validated and prolonged the travel experience.

Grabum (1977) confirmed physical evidence of travels is often shared with family and friends but are truly brought back as memories of the experience. The sacredness theory, according to tourism anthropologists, predicts that individuals will behave differently during nonordinary leisure time periods than during normal work time periods and will use souvenirs to remember the leisure state.

Tourism anthropologists such as MacCannell (1976) and Grabum (1977) have investigated the meanings attached to the act of traveling; the souvenirs or mementos one brings home, although consistently mentioned, have been less thoroughly examined. An empirical study of the phenomena of souvenirs has not been previously conducted (Gordon, 1993). Additionally, consumer behavior concerning souvenir purchases has not been developed to the theory level (Kean, 1993; Littrell, 1993).

Past shopping orientation research, with the exception of Bellenger and Korgaonkar

(1980), has identified typologies based on shopping characteristics of individuals in a normal state. This study attempted to identify shopping orientations of individuals in a nonordinary leisure state. A conceptual understanding of shopping orientations of tourists in a leisure state may allow retailers to target souvenir merchandise and efficiently use resources.

Statement of the Problem

In many parts of the country, public officials and business executives concerned with economic development have initiated policies that encourage travel.

They have taken advantage of the nation's transportation and hospitality infrastructure and developed local resources that can attract travelers and encourage them to stay at tourist destinations. However, the retailing community as a sector of tourism has not kept pace with other tourism sectors in assessing the importance of the tourist to their markets.

Shopping is often listed as an activity in which tourists engage, but little research has been conducted to determine the impact tourist shopping has on retail businesses. Jansen-Verbeke (1991) noted the importance of shopping tourism is widely recognized despite the fact that little is known about the actual behavior and expectations of tourists. Kent, Shock, and Snow (1983) made the argument that when tourists were asked what was important in causing them to travel, shopping was not among the list of answers. However, when tourists were asked the activities they had participated in while traveling, shopping was almost always included. They suggested that travel marketers investigate the appeal of shopping to travelers. In their words,

"shopping's powerful tourist appeal can and should be benevolently exploited" (p. 3).

Witter (1985) reported shopping, although not the most important activity for visiting an area, became important once the visitor arrived at his or her destination.

"Whether a traveler is on a business or pleasure trip, shopping is the first and last

thing done upon arriving and departing a tourist location" (Pysarchik, 1989, p. 553).

Jansen-Verbeke (1991) confirmed earlier research findings stating, "the importance of

shopping tourism is widely recognized; [shopping tourism] has become a magic

concept for the tourism industry despite the fact that little is known about the actual behavior and expectations of tourists" (p. 10).

The future attraction of shopping tourism to the tourism market will largely depend on the capacity to develop leisure facilities which maintain an image of unique shopping combined with a leisure experience (Jansen-Verbeke, 1991). Kent et al.

(1983) contend that shopping has "modestly and quietly become one of the major support components of the tourism industry" (p. 4). Further, Witter (1985) suggested that effective marketing necessitates an increased understanding of tourist customers.

This project investigated tourist consumers and retailers. By better understanding the relationship between tourists and their retail needs, many businesses in tourist communities may increase their revenues and thus increase economic activity as a host community. Further, by identifying the retail needs of tourists, retailers may diversify their product offerings and gain a competitive advantage over those businesses that do not know the needs of tourists or choose to ignore the desires of the tourist customer.

A study of souvenirs in the Southwestern United States seemed appropriate based on the mythology associated with Arizona, Colorado, New Mexico, and Utah, 5 Deitch (1977) suggested the Southwest has long held a degree of fascination for

Americans because of the majestic canyons with vast and colorful vistas and the desert flora which appealed to the "frontier spirit of the American personality"

(p. 175). The Southwest is a blend of Indian and Hispanic inhabitants based on centuries of acculturation. The blend of cultures is displayed in architecture, jewelry, weaving, pottery, and ceremonial rituals. Products indigenous to the Southwest including Indian rugs, pottery, jewelry, baskets, kachinas, paintings, and other art forms have evolved as symbols of the area. In research on the impact of tourism on the arts and crafts of Southwestern Indians, Deitch (1977) expressed, "throughout the nation, people are aware of the native arts of the Southwest, and many are eager to possess something Indian" (p. 173).

The image of the Southwest as a product for tourism was pioneered by the

Fred Harvey Company and the Santa Fe Railroad (Deitch, 1977). The Fred Harvey

Company curio business began in 1899, with shops along the Santa Fe Railroad stocked with Mexican and Indian arts and crafts. The Santa Fe Railroad made travel possible for eastern Anglo-Americans and introduced customs and products of the

Southwest culture. The Indian and Hispanic cultures were not "civilized" (Poling-

Kempes, 1991, p. xiv). Fred Harvey, by providing impeccable service on the train and at depots, brought Anglo-American culture west, "civilizing the territories" of

New Mexico, Arizona, and Colorado among others with language, food, values, and money (Poling-Kempes, 1991, p. xiv). Harvey and other early entrepreneurs recognized the marketability of Navajo rugs, jewelry, pottery, basketry, beads, and kachinas as tourist souvenirs. "To the visitor, this was the epitome of the Southwest, and nearly everyone bought something to take home" (Deitch, 1977, p. 176).

The problem addressed by this research was to explore the Southwestern

United States' souvenir market to determine the extent to which current retailers were meeting the needs of souvenir consumers. Two populations within souvenir marketing were investigated: (1) the tourist consumer of souvenirs and (2) the retailer of souvenir goods. A study investigating souvenir retailing in Arizona,

Colorado, New Mexico, and Utah had merit for three reasons: (1) the numerous tourist attractions that attract people to the area, (2) the diversity of souvenir product offerings available from Native American crafts to fine art, and (3) the image that the

Southwest has in the minds of many travelers who want to take a bit of that image home. The specialized needs of retailers were addressed to assist in the improvement of the entrepreneurial opportunities retailers have initiated in the Southwest.

Purposes of the Study

The primary purpose of this study was to determine shopping orientations of tourists in the Southwest using souvenir purchase behavior as a base measurement.

Tourist shopping segments were identified using souvenir merchandise purchases, souvenir merchandise selection factors, souvenir information sources, souvenir shopping locations, and retail patronage motives. Tourists were further differentiated using reasons for travel, travel activities, and demographic characteristics. A secondary purpose of the study was to assess Southwestern retailers' knowledge of tourists visiting the Southwest. In order to determine retailers' awareness of tourists' 7

buying behavior, differences in souvenir merchandise offered and purchased; souvenir

merchandise selection factors; and retail patronage motives were compared.

Demographic information was obtained from retailers to be used as a base

measurement in further economic development research concerning Southwest

retailers.

Research Objectives and Ouestions

Research Objectives

Based on the purposes of the study, the following research objectives were

established:

1. To investigate the differences in souvenir merchandise purchased by

souvenir consumers and sold by retailers in the Southwest.

2. To investigate the importance of souvenir merchandise selection factors to

souvenir consumers and retailers in the Southwest.

3. To investigate the importance of retail patronage motives to souvenir

consumers and retailers in the Southwest.

4. To develop souvenir consumer profiles based on souvenir merchandise purchased, souvenir merchandise selection factors, souvenir information sources,

souvenir shopping locations, retail patronage motives, reasons for travel, travel activities, and demographic characteristics.

5. To examine the differences in souvenir merchandise assortment, souvenir merchandise selection factors, retail patronage motives, and demographic characteristics of retailers in the Southwest. 8 Research Questions

Based on the purposes and objectives of the study, the following research questions were identified.

1. Is there a difference between merchandise purchased by souvenir consumers and merchandise sold by souvenir retailers?

2. Is there a difference between souvenir consumers and souvenir retailers with respect to souvenir merchandise selection factors?

3. Is there a difference between souvenir consumers and souvenir retailers with respect to retail patronage motives?

4. Are there differences among souvenir consumer groups with regard to the following: (a) merchandise selection factors, (b) information sources, (c) souvenir shopping locations, (d) patronage motives, (e) reasons for travel, and (f) travel activities?

5. Do the following demographic characteristics differ among souvenir consumer groups: (a) state(s) visited, (b) purpose of trip, (c) gender, (d) age, (e) income, (f) education, and (g) home state?

6. Are there differences among souvenir retailer groups with regard to the following: (a) merchandise selection factors and (b) retail patronage motives?

7. Do the following demographic characteristics differ among souvenir retailer groups: (a) state(s) in which located, (b) merchandise price range, (c) 1992 sales volume, (d) type of ownership, (e) cultural heritage, (f) gender, (g) percentage of customers who are tourists, and (h) percentage of sales generated from tourists? Limitations

The following limitations were identified regarding the study. Only tourists who had access to shopping while on vacation in the Southwestern states between July

1, 1992, and June 30, 1993, participated in the study. For example, a tourist backpacker who had no access to retail services was not part of the study. Using a national database listing, tourists with a home state address in Arizona, Colorado,

New Mexico, and Utah were selected for sampling. The identity of the entire population of tourists or the entire population of retailers in the designated area of study at the designated time was an impossibility. Using national database listings,

90,000 tourists were available from which to sample, and 4155 retailers were available from which to sample. The study was limited to the tourist subjects identified by the database listing and those who chose to return the questionnaires.

Retailer subjects were limited to those identified by the database listing and those who chose to return the questionnaires. The results of the study were specific to the states of Arizona, Colorado, New Mexico, and Utah, and to retailers who consider themselves souvenir merchants.

Definition of Terms

The following terms were defined for the purpose of the study:

Consumer — an individual who acquires, uses, and disposes of goods and services. 10 Convenience or economic shopper - shoppers who dislike shopping or are

neutral toward shopping and therefore approach shopping from a time- or money-

saving point of view (Bellenger & Korgaonkar, 1980).

Curio ~ a small, usually decorative object treasured for novel or curiosity

value. All curios are considered souvenirs; all souvenirs are not considered curios.

Kitsch ~ something that appeals to popular or low-brow taste and is often of

poor quality (Webster's, 1985).

Leisure shopping ~ shopping as a leisure-time activity as opposed to required

shopping for convenience or economic reasons.

Market segmentation - a marketing technique used to divide a heterogeneous

market into homogeneous sub-groups or market segments (Davis & Stemquist, 1987).

Merchandise assortment - the optimal level of variety, selection, and depth of

merchandise offered from a retailer to a consumer. Also referred to as merchandise

mix.

Merchandise selection factors - characteristics or components of an item of

merchandise that influence a customer's decision to purchase or not to purchase the item (Troxell & Stone, 1981).

Patronage motives ~ the combination of functional and psychological features of a store used by consumers to determine at which store to shop.

Recreational shopper - a shopper who enjoys shopping as a leisure activity as opposed to convenience or economic shoppers. 11

Sacredness ~ the temporary shift between normal-profane existence and abnormal-sacred existence. The normal existence is considered the ordinary state; the

orientation toward profane/work/stay at home life. The profane existence is

considered the nonordinary state; the orientation toward sacred/leisure/tourist life.

Shopping tourism ~ leisure shopping conducted by a tourist.

Shopper typology ~ a classification of shopper orientations based on patronage

responses (Westbrook & Black, 1985).

Souvenir Consumer Groups ~ groups defined by factor analysis of souvenir

merchandise scale.

Souvenir Retailer Groups ~ groups defined by factor analysis of merchandise

assortment scale.

Souvenirs ~ (1) universal reminders of special moments or events, (2) a

tangible object saved or kept as a reminder of a particular event or journey (Gordon,

1984), and (3) postcards, T-shirts, objects found in nature, local crafts, art, accessories, jewelry, toys and other items.

Tourism - the industry of travel, hotels, transportation, and all other components including promotion, that serves the needs and wants of travelers.

Tourism retailing - the business activity of selling goods or services which exist in all retail environments with additional challenges unique to the market conditions of tourist destinations (Pysarchik, 1989). 12

Tourist - a temporarily leisured person who voluntarily visits a different geographical location to experience a change. The term tourist and visitor are used synonymously.

Typology ~ a classification of sample groups based on attitudes, characteristics, or behaviors. CHAPTER n

REVIEW OF LITERATURE

The purpose of this study was to explore (1) the shopping orientations of souvenir consumers who bring home from journeys, souvenirs from the travel experience, and (2) retailer's understanding of souvenir consumer's needs. Souvenir merchandise assortment, souvenir merchandise selection factors, souvenir information sources, souvenir shopping locations, and retailer patronage motives were investigated to determine souvenir consumer market segments. Souvenir merchandise assortment, souvenir merchandise selection factors, and retailer patronage motives were compared between retailers and consumers to determine the extent to which retailers understood consumer needs. The purpose was accomplished by two means: (1) examining tourists who purchased souvenir goods and (2) retailers who sold souvenir goods.

Based on the purpose of the research study, the Review of Literature examined the components titled "Theoretical Development," "Consumer Profile," and "Retailer

Profile."

Theoretical Development

Marcel Mauss, in 1898, proposed the theory of sacredness, the temporary shift which exists between a normal-profane existence and an abnormal-sacred existence

(cited in Gordon, 1986; Grabum, 1977). The ordinary state in which an individual exists is considered the profane state; the nonordinary or extraordinary state is considered the sacred state. Sacredness is the process of leaving the ordinary state

13 14

and entering the nonordinary state. The ritual of sacrifice is one of the earliest

evidences of the importance of the transition between the profane and sacred. During

the ritual of sacrifice, participants leave the ordinary state by relinquishing

possessions, family, or body parts to be elevated to the nonordinary state.

Sacredness was first applied to tourism by MacCannell (1976) in the work.

Tourist: A New Theory of the Leisure Class. MacCannell implied work to be a

profane state while leisure was a sacred state. He suggested that tourism, an activity

of the middle class, was a direct result of the increasing shifts between work and

play. Tourism was a modem ritual, removed from the world of work and everyday

life, and concentrated in "vacations, amusements, games, play, and religious

observances" (MacCannell, 1976, p. 34).

MacCannell established that tourism was not work but play. This

characteristic of tourism was further discussed by Nelson Grabum (1977) in a major

founding work Tourism: The Sacred Journey. Grabum proposed a model of the

symbolic link between staying:working and traveling:playing developed from peasant

European traditions (1977). The model proposed that an individual is either in a

voluntary state or a compulsory/serious state. During the voluntary state one can

stay, "doing nothing" at home (p. 18) or travel for play and/or recreation. During the

compulsory/serious state one must stay to work (including school work and

housework) or travel if one's occupation requires travel. The model was developed to explain that appropriate travel was voluntary, did not involve routine work, and therefore was, "'good for you'" (Grabum, 1977, p. 18). The model indicated that 15 voluntarily staying at home or work involving travel were problematic and improper for "normal people" (Grabum, 1977, p. 18).

Grabum (1977) applied the concept of sacredness to tourism claiming an individual will change from the home mode to the tourist mode and move from the ordinary or mundane state to the extraordinary or sacred state. He labeled tourism as a sacred journey, "a re-creation, which is supposed to renew us for the workaday world" (Grabum, 1977, p. 18). He stated that individuals have two lives, the profane/workaday/stay-at-home life and the sacred/nonordinary/touristic life which customarily altemate and are marked by ritual. Individuals celebrate the end of the ordinary by, "thank goodness it is Friday" (TGIF) and going away parties (Grabum,

1977, p.22). With less enthusiasm, they celebrate the retuming to the ordinary by welcome home or welcome back to work greetings or formalities (Grabum, 1977).

Grabum (1977) illustrated that although tourism is emphasized as extremes ~ long distance tours visiting enchanting environments, exotic peoples, or well-known places ~ there are also minimal kinds of tourism such as picnics. The food and drink of a picnic may be the same as that which is consumed indoors but the "magic" comes from the movement into the nonordinary setting (Grabum, 1977, p. 18). In concluding remarks, Grabum (1977) stated, "the holiday is nonordinary, and one should eat, drink, and spend beyond the rules of the ordinary" (p. 31).

The work of Grabum (1977) was published as part of a pioneer collection of articles. Hosts and Guests: The Anthropology of Tourism edited by Valene Smith

(1977). The collection was published to introduce researchers to the nature of 16 tourism and the effects on the people involved, those who live in tourist areas as hosts and tourists who temporarily visit areas as guests. Based on theory presented by

Grabum (1977) that tourism is a form of leisure activity. Smith (1977) proposed a

typology of tourism based on kinds of leisure behavior exhibited by tourists. Five

classifications of tourism were identified including: ethnic tourism, cultural tourism,

historical tourism, environmental tourism, and recreational tourism.

Ethnic tourism involves investigation of the customs and ways of indigenous peoples. Encouraged activities include "visits to native homes and villages, observations of dances and ceremonies, and shopping for primitive wares and curios"

(Smith, 1977, p. 2). Areas frequented by ethnic tourists are often far removed from

"'the beaten path'" (Smith, 1977, p. 2) and therefore only visited by a small flow of visitors. The investigation of vanishing lifestyles and "local color" (Smith, 1977, p. 2) is considered cultural tourism. Meals at rustic inns, folklore or costumed festivals, and rodeos involving large numbers of people are activities of cultural tourism.

Tourism placing emphasis on "glories of the past" (Smith, 1977, p. 3), such as museums or cathedrals, is considered historical tourism. Historical tourism attracts many education-oriented visitors who participate in guided tours or performances that depict the drama of the destination. Environmental tourism is often considered secondary to ethnic tourism attracting visitors willing to travel to remote areas to observe geographic highlights. Destination activities include visiting local industries.

The fifth type of tourism designated by leisure is recreational tourism promoted as 17

"sand, sea, and sex" (Smith, 1977, p. 3). Recreational tourism is marketed to attract tourists who want to "relax or commune with nature" (Smith, 1977, p. 3).

Participants enjoy sports, spas, sunbathing, good food and entertainment. Knowledge of the type of leisure tourism sought by tourists to a host community may help tourism retailers determine the merchandise likely to fulfill the needs of those tourists visiting a selected area.

Sacredness as significant to the study of tourism was described by Cohen

(1979) in his examination of an individual's "perceived 'centre'" (p. 179). Cohen proposed two definitions of centre which describe sacredness. One definition described centre as giving "direction and structure to the pilgrimage of a sacred joumey" (Cohen, 1979, p. 180). An individual will use tourism as a joumey to move toward a perceived centre, moving from the ordinary to the nonordinary. A second definition stated the centre of an individual will be located within the "confines of his society...and generate tensions and dissatisfactions" (Cohen, 1979, p. 181). Tensions and dissatisfactions may be relieved by various forms of leisure and recreational activities which take place in "segregated places" not part of "'real life'" (Cohen,

1979, p. 181). By this definition, tourism is "a temporary reversal of everyday activities; a no-work, no-care, no-thrift situation" (Cohen, 1979, p. 181). An individual will use tourism to move away from a perceived centre, moving from the ordinary to the nonordinary. 18 Souvenir Phenomena

The concept of sacredness was offered as an explanation for souvenir phenomena by Gordon (1986). The contrast between profane/ordinary/work and sacred/nonordin2U7/leisure was described as reasons for possessing souvenirs.

Gordon (1986) suggested the physical presence of a souvenir helps the tourist to

"locate, define, and freeze in time a fleeting, transitory experience, and bring back to an ordinary experience something of the quality of an extraordinary experience"

(p. 135). In earlier research, Gordon (1984) defined a souvenir as "a tangible object saved or kept as a reminder of a particular event or joumey" (p. 11). She further explained "visitors purchased [souvenirs] to serve as reminders of their visit" (p. 11).

People want to bring home with them to ordinary states, items from the sacred, extraordinary period. They cannot stay in the extraordinary state indefinitely; they can, however, hold onto a tangible piece of the extraordinary time to remind them of the experience. In a study of whimsies, a traditional souvenir sold at Niagara Falls,

Gordon (1984) suggested, "souvenirs werc.thmst upon Niagara Falls visitors wherever they went, and...may have contributed to the visitor's sense that it was somehow necessary to bring one home" (p. 361). When an individual sees or touches the souvenir, they are not only remembering that they were there but proving [they were there] (Gordon, 1986).

Historically, evidence from the ventured-to place has always been offered as proof of travel. Marco Polo, the thirteenth century Venetian traveler, retumed from the orient with silk and spices. In the fifteenth century, Christopher Columbus 19 journeyed to America. Upon retuming to Spain, he presented the Queen with gold as proof he had been to the newly discovered continent. In earlier research, Grabum

(1977) stated, "few tourists come home from a vacation without something to show for [their travels]...as proof that we really did [make a joumey]...and reflect what we consider 'sacred'" (p. 28). As an example, he used the medieval legend of the Holy

Grail. Since the death of Jesus Christ knightly quests have sought to find the implements Christ used at the Last Supper. The holy grail is a myth travelers seek when setting forth on a joumey. The success of the joumey is proportionate to the degree the "myth is realized" (Grabum, 1977, p. 28). As proof of the degree to which the myth was realized, knights offered souvenirs and mementos as evidence of their travels.

The presentation of gifts during or at the conclusion of a joumey allows the trip to be "morally justified" by the home community (Grabum, 1977, p. 24).

Tangible evidences of travel are brought home to be cherished by the possessor and shared with family and friends. MacCannell (1976) stated tourists retuming home with souvenirs spread their experience vicariously to others. By showing others souvenirs or mementos of travel, one symbolically shows they have been to the

"sacred and morally higher plane" in contrast to the ordinary workaday world

(Grabum, 1977, p. 24). Postcards are ritualisticallysen t to those left at home hoping the "sacred charisma" will rub off onto the receiver (Grabum, 1977, p. 29).

Recipients of souvenir gifts receive a piece of heightened reality (Gordon, 1986).

The souvenir is an "entry or re-entry fee required by the culture" (Gordon, 1986, 20 p. 138). Gordon (1986) concluded that even the words "souvenir of..." inscribed on

an otherwise arbitrary object, transfer or "sacralize" the object giving the object

power not otherwise possessed (p. 139).

Gordon (1986) used the contrast between profane-work and sacred-leisure to

explain souvenirs. She noted the tourist who wears a Mickey Mouse T-shirt is

pretending to be other than a "serious, working adult" on vacation "stressing the

playful" (Gordon, 1986, p. 138). Gordon continued that vacationers are likely to buy

"junk" (1986, p. 139) as a direct result of being on vacation, "[vacation] is a time

when they are not working, not serious, not responsible, and not thrifty" (p. 139).

Tourists spend money because the time period is not an ordinary time rather an

extraordinary time in which they can throw away or waste what they would otherwise

be much more careful about.

Souvenirs are universally associated with tourism as a commercially produced

and purchased object to remind the purchaser of an experience. Wallendorf and

Amould (1988) found in a study of consumer behavior that when subjects were asked what was their favorite object, they most often cited objects purchased during a vacation. When the subjects were further asked if the object of discussion was a favorite because of the aesthetic appeal, the subjects responded, no, indicating that the object reminded them of an experience. Souvenirs brought back from vacation were symbols of the sacred joumey. The objects allowed the possessor to reflect on a nonordinary experience symbolizing the reversal of everyday life. Additionally, the 21 souvenirs were used as proof of the experience to others who were not allowed to leave everyday life.

Grabum (1984), in a discussion of sacred and profane transitions, suggested two regularly occurring ordinary-nonordinary interchanges (1) annual trips or vacations, weekends, Christmas, Easter, or summer vacations; and (2) trips marking the passage of personal life such as a trip upon graduation, military service, or a vacation to celebrate retirement. Particular objects were used to commemorate the ordinary-nonordinary interchanges. Belk (1990) suggested that each individual

marked or commemorated life histories with objects, "photographs, souvenirs,

trophies, and more humble everyday objects act, in part, as repositories for memories and meaning in our lives" (Belk, 1990, p. 669). In earlier research, Belk (1988), proposed that, "knowingly or unknowingly, intentionally or unintentionally" (p. 139) individuals regard their possessions as part of themselves and researchers cannot expect to understand consumer behavior without first understanding the meanings consumers attach to possessions.

Universally, individuals keep outgrown or outdated apparel items, parts from broken objects, and tokens or memorabilia with no monetary value. Belk (1988,

1990) reasoned that such objects are kept for sentimental value to preserve memories of the past. Belk indicated that individuals evoke the sense of past particularly when current identities are challenged such as during a divorce, midlife crisis, feelings of inferiority, states of excessive change or mobility, or lack of confidence in the future

(1990). The role of possessions in such situations act to keep the individual stable 22 and provide security when the future is uncertain. Objects are "intentionally acquired and retained" (Belk, 1990, p. 670) in order to remember pleasant or pivotal nonordinary times in the past. Souvenirs are intentionally selected to act as markers for "retrospective memories in the future" (p. 670). Souvenir shopping suggestions are commonly placed in tourism promotional materials to "tangibilize the tourist experience" (Belk, 1990, p. 670). Souvenirs allow the individual to confirm the nonordinary experience to themselves and rationalize the nonordinary experience to others.

Gordon (1986) constmcted a preliminary typology of souvenirs based on the meaning the souvenir has for the possessor. Five classifications were identified: pictorial image souvenirs, piece-of-the-rock souvenirs, symbolic shorthand souvenirs, markers, and local product souvenirs. Pictorial images are souvenirs that allow the pictorial subject to move through space and communicate a "fantasy reality to an otherwise humdrum existence" (p. 140). The pictorial image may be sent to someone other than the tourist by a picture postcard or kept by the tourist as a snapshot.

Piece-of-the-rock souvenirs are considered items gathered from nature to represent the nonurban environment. These are often represented as pine cones, sea shells, or rocks. Symbolic shorthand souvenirs are manufactured objects which evoke a shorthand code or message about the place it came from, such as a miniature Eiffel

Tower. These items are often functional to allow the symbol of an extraordinary experience to be used during ordinary life. Markers are inscribed with words which locate them to a certain place or time such as a T-shirt. Local product souvenirs are 23 products made by materials indigenous to a specific area including food and clothing.

A subcategory of local product souvenirs, as explained by Gordon (1986), are crafts,

"produced by indigenous supposedly 'simpler' people and are purchased by

'advanced' people" (p. 143). An understanding of souvenir merchandise offered by retailers and purchased by souvenir consumers may determine the significance of each of the proposed classifications by Gordon (1986).

In her study of whimsies, one conclusion made by Gordon (1984) was that whimsies were maligned, devalued and referred to as kitsch. Gordon reasoned the whimsies were devalued "because they were souvenirs" (1984, p. 366). Whimsies, when made as objects for "tourists at Niagara Falls" (Gordon, 1984, p.367) were immediately trivialized by the public. Similarly, Grabum (1978) in a consumer study of handcrafted objects found subjects to immediately lower their opinion of the items when they leamed they were made purposely to be sold. Consumer and retailer devaluation of souvenir merchandise may influence results of souvenir consumption and marketing.

Craft Consumer Typology

Crafts made in tourist areas are often associated as an item to take home and enjoy as part of the tourist experience. Crafts are defined as products produced by hand with attention to materials, design and workmanship, and are useful and or decorative (Littrell, Reilly, & Stout, 1992). Examples include weavings, quilts, baskets, pottery, wood carvings, blown and stained glass, leather items and jewelry.

Historically, crafts were produced to fulfill functional or ceremonial needs within the 24 craftspersons' community (Popelka & Littrell, 1991). The evolution of craft items has developed as outsiders have gained entrance to indigenous cultures.

Crafts have been explored by Littrell et al. (1989) in a study of craft producers, retailers, and consumers in Iowa, Nebraska, and Minnesota. Preliminary results by Littrell et al. (1990) have isolated four tourism styles: ethnic, arts, and people style; history and parks style; urban entertainment style; and active outdoor style. The typology was based on an evaluation which included craft merchandise purchases, craft merchandise selection factors, craft information sources, craft shopping locations, consumer patronage motives, travel activities and reasons for travel, among other descriptors.

Ethnic, arts, and people-oriented tourists wanted to experience the authenticity of the community they were visiting. The nonordinary experience they sought required emergence into the community through conversation with local residents, participation in community festivals, and visitation of art galleries, museums, and theaters. Ethnic, arts, and people-oriented tourists purchased crafts to be used in the home, jewelry, local foods, antiques, and books as remembrance of the experience.

Selection factors important to this group included design, color, and workmanship of the item; items which were unique or represent new ideas; and items which were made by well-known producers who signed their work.

History and parks-oriented tourists centered activities around history or nature, visited historic sites, gardens, and state and national parks. Their sacred joumey was realized by spending time enjoying scenery and documenting the joumey through 25 photography. Purchases included crafts, postcards, books about the area, local foods, and items chosen as part of a collection. Selection factors for purchase of an item by history and parks oriented-tourists included aesthetic and functional qualities of the item, or the item's relation to travel. History and parks tourists relied almost exclusively on travel packets available from state travel bureaus or materials available at tourist sites as information sources about crafts.

The most active group, urban entertainment-oriented tourists shopped, attended

sporting events and nightclubs, and purchased souvenirs, such as T-shirts, bumper

stickers, or other mementos, that symbolized the destination they were visiting. The crafts and souvenirs purchased by urban entertainment-oriented tourists were selected to show others that they had departed from the ordinary into the nonordinary. The selection factors of cleaning and care, and symbolism of the place, directed purchases of urban entertainment style tourists. Urban entertainment tourists relied on hotel staff and printed materials distributed at hotel desks or hotel rooms to leam about crafts available in the area.

Active outdoor-oriented tourists were vigorous outdoor enthusiasts and generally purchased T-shirts, sweatshirts, and craft items that originated in nature.

The purchase of a souvenir was not of major importance to this group. Active outdoor style tourists did not identify any outstanding selection factors directing craft purchases. The research proposal of Littrell et al. (1989) and research findings

(1990) established a framework from which to study souvenir consumers and souvenir retailers. 26 Consumer Profile

Retailers face many merchandising problems because they have insufficient information to understand consumers. In order to remedy this situation, efforts have been made to identify shopping orientations and patronage behaviors of consumers.

Westbrook and Black (1985) refer to these efforts as the "pursuit of shopper typologies" (p. 78). The identification of shopper typologies may allow retailers to differentiate and target their offerings and locations according to patronage responses.

Additionally, shopper typologies contribute interpretation "into the determinants of consumer shopping behavior and the development of theories thereof (Westbrook &

Black, 1986, p. 78).

Shopper typologies assist marketers in segmenting markets. Market segmentation is a technique used to divide a heterogeneous market into homogeneous sub-groups or market segments (Davis & Stemquist, 1987). Examples previously discussed include leisure tourism styles (Smith, 1977), souvenirs (Gordon, 1986), and craft consumers (Littrell et al., 1990). Recreational shoppers (Bellenger &

Korgaonkar, 1980) are discussed in this section while Michigan resort area tourists and retailers (Witter, 1985) are discussed in the Retailer Profile section. Market segmentation based on consumer attitudes, characteristics and behavior is a tool for retailers to improve their understanding of tourist consumers. Segmentation can assist retailers in the identification of specific markets they wish to serve. Most segmentation strategies attempt to identify no more than five or six groups (Davis &

Stemquist, 1987). By segmenting markets, differences between potential groups and 27 the relative size of each group can be determined. Identifying potential groups by characteristics and size will allow retailers to develop merchandise assortments that most efficiently attract potential customers.

Activities and Motivations

The distinguishing characteristic of a tourist is the nonordinary mind set of the individual as they travel away from home. A tourist is a "temporarily leisured person who voluntarily visits a place away from home to experience a change" (Smith, 1977, p. 2). A tourist considers travel voluntary, a chance to get away from routine work

(Grabum, 1977). Travelers may combine business, pleasure, personal affairs and tourist activities in the same trip dependent on the profane/workaday/stay-at-home or sacred/nonordinary/tourist life they choose at the moment. Distance traveled, expenditures, or use of commercial lodging or transportation are not necessary parameters to describe a tourist. The tourist, according to Mcintosh and Goeldner

(1990), "seeks various psychic and physical experiences and satisfactions" (p. 4), the nature of which will largely be determined by motivations for travel and activities enjoyed at the selected destination.

The degree to which a tourist wants to experience the nonordinary may determine the motivations for travel and the activities they participate in while traveling. Research in travel motivation has established that a person usually travels for more than one reason (Mcintosh & Goeldner, 1990). Mcintosh and Goeldner

(1990) divided basic travel motivators into four categories: physical motivators, cultural motivators, interpersonal motivators, and status and prestige motivators. 28 Physical motivators are those related to physical rest, sports participation, beach recreation, relaxing entertainment, and health improvement. The desire to know about other areas, foods, music, art, folklore, dances, paintings, or religion are identified as cultural motivators. The desire to meet new people, establish new friendships, visit friends or relatives, or escape from daily routine are considered interpersonal motivators. Status and prestige motivators are related to personal development or ego needs, and include traveling for business or conventions, educational participation, or the pursuit of hobbies.

Activities tourists participate in while traveling are numerous and depend on the level of excitement the tourist seeks. Data on activity preferences can be used to indicate what travelers think is important at a selected destination. Activity lists become distinct for specific destinations (such as skiing in mountain areas or water sports in beach areas) and travel styles (a touring trip by car or an outdoors trip of hiking and rafting). Some activities are uniform across destinations and travel styles, while other activities are different for each type.

Original research on tourist-attracting attributes of specific destinations was conducted by Goodrich (1977). Goodrich developed a list of ten tourist-attracting activities through discussions with tourists, tourism and travel organizations, and a review of tourism and travel literature. The standardized listing included availability of facilities for water sports, availability of facilities for golfing and tennis, historical and cultural interests, scenic beauty, pleasant attitudes of people, opportunity for rest and relaxation, shopping facilities, cuisine, availability of entertainment, and 29 availability of suitable accommodations. Goodrich sampled intemational travelers living in New York to determine the importance of each attribute. Scenic beauty was considered the most important attribute followed by pleasant attitudes of the people.

The availability of suitable accommodations and an opportunity for rest and relaxation were also viewed important for New York residents traveling to intemational destinations. The selection of beauty and comfort attributes may imply tourists vacationed to renew themselves for the workaday world. Goodrich (1977) concluded that understanding of the importance of attributes to specific locations can provide guidelines for advertising themes to emphasize strengths and weaknesses of the 2irea.

In determining differences between tourists and retailers of a resort area. Witter

(1985) used the tourist-attracting attributes established by Goodrich. Results from the

Witter (1985) study indicated attributes for specific areas should be promoted to highlight to the tourist, the nonordinary experience to be gained from a visit to the area. Further, retailers were not a good source to determine what attributes were important to tourists during a nonordinary experience.

In an exploratory discussion on the merits of shopping areas as tourism resources, Jansen-Verbeke (1990) proposed the concept of leisure shopping as an increasingly important element in the tourism attraction of places. Leisure shopping was first introduced by Bellenger and Korgaonkar (1980) in their profile of recreational shoppers. Recreational shoppers enjoy shopping as a leisure-time activity as opposed to convenience or economic shoppers. Bellenger and Korgaonkar (1980) determined 69% of their sample to be recreational shoppers stating, "recreational 30 shoppers are a significant force in the retail market" (p. 83). Further analysis determined recreational shoppers to be active women who were looking for a pleasant atmosphere and a large variety of high quality merchandise. The recreational shopper was more prone to buy something she liked regardless of urgency or need and spent less time deliberating before making a purchase. As compared to the economic shopper, recreational shoppers engaged in more information seeking and considered quality of merchandise, variety of merchandise, and decor to be important in choosing a store.

In terms of shopping and information gathering, recreational shoppers as compared to economic shoppers spent more time shopping per trip and were less likely to have an idea of what they were going to purchase when they went shopping.

They were more likely to continue shopping after making a purchase and "attached more importance to store decor in choosing a place to shop" and "less importance to distance to be traveled" (Bellenger & Korgaonkar, 1980, p. 91). Bellenger and

Korgaonkar (1980) suggested the recreational experience for shoppers "goes beyond the purchase of goods" (p. 92), and retailers should use "artistry, showmanship, and creative merchandising" (p. 92) to attract this consumer group who made many impulse purchases.

Jansen-Verbeke (1990) applied the recreational shopper profile to tourism designating leisure shopping directed by a tourist as shopping tourism. Shopping tourism was determined by tourist behaviors and motives and was dependent upon the

"state of mind of the visitor" (Jansen-Verbeke, 1990, p. 129). Five behavior patterns 31 related to shopping tourism were identified including trip length, length of stay, time

of stay, kinds of activities, and expenditure goods (Jansen-Verbeke, 1990, 1991).

The length of a leisure trip was considered short but increased as the leisure nature of

the trip increased. A leisure visit prompted a visitor to stay longer than a regular

shopping visit. The length of stay for a leisure trip was relatively unplanned but

scheduled between other activities. Witter (1985) previously reported tourists at a

Michigan resort area arranged shopping between beach activities. The time of day for

leisure shopping was influenced by other activities (Jansen-Verbeke, 1991). A leisure

shopping trip could be a full day, but more frequently was "a few hours during the

day" (Jansen-Verbeke, 1991, p. 9) or an evening. Shopping tourism activities

included window shopping, intentional or impulse buying, drinking, eating, leisure

activities, cultural activities, and sightseeing. Expenditures were made on souvenirs,

gifts, meals, and entrance fees to leisure facilities.

Demographic Characteristics

The process of market segmentation includes (1) identifying segmentation

bases, (2) developing segment descriptors, and (3) forecasting segment potential

(Mason & Mayer, 1984). Common retail segmentation bases for consumer markets include demographic variables which are easy to measure, readily available, and can infer "crude measures of behavior" (Mason & Mayer, 1984, p. 400). Demographic analysis of markets may include gender, age, income, and education among other characteristics (Mason & Mayer, 1984). As men are taking on shopping roles once reserved for women, the gender of an individual is becoming an increasingly 32 important variable to retailers (Mason & Mayer, 1984). Age is becoming an important descriptor to determine buying segments of the population as population segments of older individuals increase (Mason & Mayer, 1984). In a study of tourists at a popular resort in Michigan, Davis (1986) reported 48.2% of the respondents were between the ages of 35-64. The sample between 25-34 years of age comprised

24.9%.

Income was the most significant determinant of an individual's probability of traveling and upon the level of travel expenditures (Hagemann, 1981). Davis (1986) reported the mode income level of respondents of her study to be $25,000-49,999 followed by $50,000 and over. The distribution of income among consumers may affect the type and amount of merchandise purchased (Mason & Mayer, 1984). The highest and lowest income segments are increasing, while the middle-class income segment is diminishing. An understanding of tourist consumers may allow retailers to market an assortment of goods appropriate to the income level of the potential consumer.

Income alone cannot explain purchasing behavior among various types of merchandise (Mason & Mayer, 1984). Education combined with income becomes a better descriptor to differentiate types of merchandise. A higher education increases one's awareness of the world and appears to be a powerful predictor of an individual's propensity to travel (Hagemann, 1981). Davis (1986) reported 35% of the respondents sampled had some college education; 28.2% indicated they had graduated from college. Individuals with a higher level of education are better 33 markets for travel-related services, books and magazines; less-educated individuals are

the largest market for fishing and camping equipment (Mason and Mayer, 1984).

A common methodology in tourism research is to determine which features

attract tourists to a specific area of study and segment the market based on those

features (Davis & Stemquist, 1987; Goodrich, 1977; Witter, 1985). Additionally,

consumer activities and motivations may be used to differentiate market segments

(Littrell et al., 1989). Many segmentation studies have focused on attributes of an

area to attract tourists. However, specific characteristics of retail merchants within

the tourist area have been less thoroughly investigated to determine market segments.

By investigating classifications of souvenir consumers based on souvenir merchandise

and selection factors, souvenir shopping locations, souvenir information sources, and

consumer patronage motives, market segmentation groups may be determined which

may help retailers define their market.

Retailer Profile

The industry of tourism is primarily composed of service-based activities

composed of widely diverse firms and organizations serving a variety of incomes,

tastes, and objectives (Eadington & Redman, 1991). Tourism is served by an

abundance of businesses at the retail level, the majority of which are small businesses with 20 or fewer employees (Pysarchik, 1986, 1989). Most small businesses are privately owned or closely held public firms ranging from tiny cottage industries to mom and pop shops to small corporations (Solomon, 1986). Solomon (1986) continued, "although a small business might dominate its specific small market, it 34 cannot dictate such critical terms as price" (p. 2). A profile of tourism-dependent and non-tourism dependent retailers in Michigan determined 52.1% of the tourism- dependent businesses sampled to be corporations, 39.4% sole proprietors, and 8.5% partnerships (Davis, Pysarchik, Stemquist, & Chappelle, 1987). Non-tourism dependent retailers sampled resulted in 57.9% sole proprietor, 26.3% corporations, and 15.8% partnerships. Additionally, 83% of the tourism-dependent businesses were independent, 11.6% were franchises, and 6.4% were chain stores. Of the non- tourism-dependent retailers, 94.7% were independent, 5.3% were franchised, and no chain stores were identified. Solomon (1986) reported 19.6% of small retail businesses to be minority-owned.

Many small businesses reflect the owners' personal intentions and professional goals with little tendency to grow into larger businesses (Solomon, 1986). Small businesses have few or no layers of management in many cases the owner is the manager with only one employee. Increasing sales personnel productivity, motivating sales people, predicting changes in customer needs and wants, forecasting future sales, and identifying new market opportunities were found to be the highest ranked problems facing small business retailers (Lincoln & McCain, 1985).

In addition to small business related problems, tourism dependent retailers are faced with problems localized to tourism organizations. Potential traffic to a tourist area is influenced by factors, such as cost and availability of transportation and desirability of the area, outside the control of an individual firm (Witter & Davis,

1985). Tourism businesses function in seasonal markets within limited geographic 35 locations with specialized products aimed at small market niches (Hart & Pysarchik,

1989).

Tourist areas are usually characterized by a high degree of retail concentration and saturation which is located in close proximity to the tourist attracting feature(s)

(Pysarchik, 1989). The clustering of stores into one location promotes a "highly competitive market area" (Pysarchik, 1989, p. 554) and promotes "comparative shopping" (Pysarchik, 1986, p. 2). Tourist businesses are often regarded as detrimental to a community by the local residents. Of most significance is the mutual lack of knowledge that exists between retailers and tourists as a result of the nonlocal nature of tourists. In general, tourists are unaware of the retail offerings of a tourist area, and retailers have a limited understanding of the tourist market segment

(Pysarchik, 1989).

The lack of understanding between retailer and consumer is not limited to the tourism industry. Jolson and Spath (1973) designed a study to investigate the relationship between retailer's understanding of patronage factors and fulfillment of consumer needs. Shoppers and retailers of a shopping center were asked to rank order fourteen store patronage factors in order of importance. Conclusions determined (1) retailers were moderately aware of the factors that motivated consumer buying, and (2) there was "little correlation" between the retailer's understanding of store patronage factors and the fulfillment of consumer needs based on patronage factors (Jolson & Spath, 1973, p. 49). The researchers concluded many retailers 36 were unwilling and/or unable to convert their knowledge and understanding of the

consumer into a consumer-oriented plan of action.

Even in communities with well-developed, centralized, tourist images, retailers

and tourists have a different perspective of the provided goods of the area (Witter,

1985). Witter (1985) investigated the differences in what tourists wanted from a

tourist area and what retailers thought tourists wanted from the area. Sample tourists

and retailers were administered identical questionnaires to determine the importance

of tourist-attracting attributes of a Michigan resort area. Market segment groupings

were established according to statistical analysis. Tourist data analysis determined

two tourist segments; retailer data analysis determined three tourist segments which

did not correspond to the tourist data segments. Implications determined (1)

promotional efforts of the area should be focused to highlight attributes important to

tourists not retailers, and (2) retailers provided an "intemal benchmark" for the

identification of problem areas within the area (Witter, 1985, p. 18). Results from

the Witter (1985) study indicated retailers were not a good source to determine what

was important to tourists.

In an appraisal of tourism retailing, Pysarchik (1989) reported the

misunderstandings between tourist and retailer presents financial problems for the

tourism retailer. These misunderstandings were the determination of appropriate

merchandise assortments, promotion of the store to tourists and evaluation,

development and sustainment of store image, and encouragement of store patronage and loyalty. 37

Retail Strategies

The goal of merchandising is to select the right mix of products to sell at a store (Ghosh, 1990). To develop the merchandise selection the retailer must determine the optimal level of variety, assortment and depth of merchandise. The right merchandise mix must satisfy the tastes and preferences of the target market.

The right merchandise mix offered by retailers must be tangible articles which satisfy the intangible images of the sacred experiences remembered by tourists.

The mix of souvenir merchandise available to tourists from retail establishments is not universal. Commodities targeted to the souvenir, handicraft and gift shop trade, include but are not limited to: mass-produced items and figurines; handmade arts and crafts; gem stones; jewelry; leather goods; housewares; specialty clothing; objects that depict wildlife and nature; various products depicting by word, picture, or symbol the place represented by the souvenir such as plates, mugs, tea towels, and T-shirts (Blundell, 1993). Merchandise may include inexpensive curios

(Blundell, 1993) or authentic, high quality art and handicraft works (Blundell, 1993;

Mcintosh & Goeldner, 1990).

Tourism retailers have conducted "little, if any" market segmentation research to determine the wants and needs of their target market (Pysarchik, 1989, p. 554).

The lack of target market research has made the development of appropriate merchandise assortments difficult. Tourist locations have many retailers with similar assortments of merchandise which may or may not be profitable. Pysarchik (1989) suggested that developing "unique, differentiated and targeted product 38 assortments...that reflect the culture, mores or traditions of the destination" is needed

in tourist locations (p. 554). The merchandise mix of a tourist retailer should offer a

varied selection of unusual gifts and personal items authentic to the area made by

local artists, craftspersons, and producers.

Selection factors refer to the various characteristics or components of an item

of merchandise that influence a customer's decision to purchase or not purchase the

item (Troxell & Stone, 1981). Customers make purchase decisions based on the

composite value they attach to various characteristics of individual items.

Standardized lists of selection factors are based on market research of individuals in

an ordinary environment.

Few tourism researchers have developed concrete merchandise selection

factors. Grabum (1976) determined intemational travelers wanted purchases that

were easily portable, relatively inexpensive, understandable, cleanable, and usable

upon retum home, while, Pysarchik (1989) suggested air travelers considered size

restrictions, fragility, and manageability as important merchandise selection factors.

Littrell et al. (1989) determined the most concise listing of selection factors using naturalistic research techniques. The typology by Littrell et al. (1990), discussed previously, identified four tourist group styles and the selection factors important to the four groups.

The rationale used by consumers to determine at which store to shop are considered patronage motives (Troxell and Stone, 1981). Berry (1969) pioneered research to define measurable patronage motives he called components of store image. 39 He hypothesized twelve components which motivated consumers to frequent specific places of business. The twelve components were price of merchandise, quality of merchandise, assortment of merchandise, fashion of merchandise, sales personnel, location convenience, other convenience factors, services, sales promotions, advertising, store atmosphere, and reputation on adjustments. He suggested the image of a store is based on the composite value of the twelve components. Retailers wanting to attract consumers should be aware of and improve on patronage motives to create a positive shopping environment for the consumer. Consumers will base patronage selection on how well competing retailers fulfill differing aspects of patronage motives.

In a tourist area, location is the most important retail characteristic because of the considerable amount of time a first time visitor spends orienting themselves to a tourist area (Pysarchik, 1989). Because of the lack of automobile transportation by many tourists, convenience is also a major attribute in patronizing a store. Pysarchik further listed uniform store hours, easy accessibility, available and free parking and proximity to lodging facilities as positive attributes for store patronage. Mcintosh and

Goeldner (1990) suggested tourists were more willing to spend money on souvenirs or special gifts if displays were of high quality, imaginative, and attractive. They further suggested that salespeople should be courteous and not pressure a tourist into a sale. Salespeople should take time to explain the value of an item, relate its history, and be accurate and truthful (Mcintosh & Goeldner, 1990). 40 Consumers have many different sources available from which to find information about products. Souvenir shopping suggestions are commonly placed in tourism promotional materials (Belk, 1990). Rao, Thomas and Javalgi (1992) suggested that while travel marketers cannot change the location of a destination, the climate, or available activities, marketers may be able through advertising and/or promotion to impact the way these elements are perceived by potential customers.

Results of the traveler study, based on destination locations and activities, indicated that respondents of all groupings preferred advertisements and feature articles in newspapers and travel magazines as a way of reaching potential customers. Informal information by family or friends was also considered very important to travelers.

Travel agents were the second most important formal source of information and broadcast media was considered unimportant.

Moschis (1976) proposed that shoppers possessing different orientations will exhibit differences in types of information used to leam about new products. He developed a shopper typology based on routine cosmetic purchases and investigated the sources of information cosmetic shoppers used to leam about new products.

Results indicated shoppers possessing different shopping orientations used different sources to find out about new products. Moschis (1976) concluded that once shopper profiles and market segments have been developed, the information sources each segment used may be utilized for effective promotion. The findings of Moschis

(1976) are supported by the typology of tourists suggested by Littrell et al. (1990).

Different shopper orientations used different sources of information. Kean et al. 41 (1991) noted that tourists were more likely than retailers to depend on brochures and other printed media conceming the availability of crafts. The study by Moschis

(1976) was based on ordinary shopping experiences. A typology of nonordinary shoppers and the information they use may be of benefit to retailers aiming information sources at a consumer in a nonordinary experiences.

Shopping locations visited by souvenir consumers may help souvenir retailers determine markets most likely to attract consumers and reduce the duplication of retail offerings suggested as a problem in retailer areas (Pysarchik, 1989). Blundell (1993) listed private and consumer shops, souvenir shops in public institutions, duty free shops in airports, and shops in national and provincial parks as shopping locations for

Canadian souvenirs. Souvenirs may be located at gift and souvenir shops, art and craft shops, indigenous markets, roadside markets and traditional shopping malls

(Mcintosh & Goeldner, 1990). Mcintosh and Goeldner (1990) further suggested that where feasible shops should strive to incorporate actual working places for artists so that shoppers can observe the creative process. Littrell et al. (1989) included shopping location as a market segmentation descriptor but findings have not been reported.

Summary

Beverly Gordon in an introductory article discussing souvenirs stated, "the souvenir as an important phenomenon in contemporary life has never been looked at"

(1986, p. 144). The purposes of this study were to explore shopping orientations of tourists who purchased souvenirs and how well retailers understood this behavior. 42 The present study was undertaken to examine souvenirs as commodities sold by retailers to remind tourist consumers of their experiences away from home.

Consumers use souvenirs as symbols by which to remember a recharging period once they have retumed to normal life. The retailer should attempt to provide the souvenir to the tourist at the peak of the recharging experience.

The responsibility of retailers is to provide souvenir products to tourists, realizing tourists are purchasing items as a response to nonordinary/sacred experiences and want a remembrance of the experience upon retuming to the ordinary/profane. Cohen (1979) suggested entrepreneurs of tourism should produce an environment of make-believe for the tourist. Tourist producers should create in the tourist a "semi-conscious illusion" (Cohen, 1979, p. 194), to engage the tourist's imagination until they have become a willing partner in the game of "tourist make- believe" (p. 194). The tourist and the touristic entrepreneur agree that the arrangement is artificial but the artificiality often guarantees the enjoyment. Retailers should provide items to the tourist that embellish the make-believe period and emphasize spending of a nonordinary nature.

Segmentation of tourists based on souvenir purchase behavior was possible.

Souvenir merchandise purchases, souvenir merchandise selection factors, souvenir information sources, shopping locations, consumer patronage motives, travel activities and motivations were useful descriptors to initiate the segmentation process with demographic information offered as cluster groups became identified. A determination of segmented tourist groups indicated what was important to nonlocal 43 customers in nonordinary environments. Knowing the significance of segmented tourist groups may help souvenir retailers better determine merchandise offerings and better aim marketing strategies to the desired target market. The characteristics of souvenir merchandise sold and purchased, souvenir merchandise selection factors, and consumer patronage motives may allow for determination of retailer's understanding of souvenir consumer's needs. CHAPTER III

METHOD

The purpose of the study was to investigate souvenir shopper orientations and

retailer's understanding of souvenir consumers. Tourists who purchase souvenir

goods and retailers who sell souvenir goods as a part of their business were evaluated.

The methodology followed in the study is discussed in the following sections (a)

sample, (b) selection of the sample, (c) sample size, (d) description of the instmment,

(e) procedure, and (f) statistical analysis of data.

Sample

The tourist population was tourists who had visited one or more of the four

Southwestem states between July 1, 1992, and June 30, 1993. The tourist sample

was obtained from a national database population of travelers in the United States

(The Lifestyle Selector, National Demographics and Lifestyles, Inc., Denver,

Colorado, 80202-1211). The retailer population was retailers selling souvenirs in one

or more of the four Southwestem states between July 1, 1992, and June 30, 1993,

and currently active. The retailer sample was obtained from a national database

population of retailers (Database America, Montvale, New Jersey, 07645-0416).

The Lifestyle Selector listing is a national database currently containing approximately 29 million names and addresses of consumers who had mailed in questionnaires inserted into packages of a variety of major consumer retail products.

The questions answered by the consumers addressed a variety of demographic and

44 45 lifestyle oriented questions about interests and hobbies. The consumers retumed the questionnaires with the understanding that their names would be used for direct mail.

The category selected for this study was Travel in the U.S.A. which had approximately 90,000 names for the states of Arizona, Colorado, New Mexico, and

Utah as of June, 1993.

The Database America listing is a multi-sourced database compiled from yellow page directories, telephone company new connects, manufacturing directories, interactive customer files, govemment sources, school files, trade directories, and city directories. It is telephonically confirmed on an ongoing basis. As of June, 1993,

28,198 retailers which met specified parameters were listed in the database.

Selection of Sample

Prior to delivery, 1100 tourist sample subjects were randomly selected by The

Lifestyle Selector. Additionally, 1500 retailer sample subjects were randomly selected by Database America prior to delivery to the researcher. One hundred tourist sample subjects and 1(X) retailer sample subjects were used for a pilot study.

The souvenir tourist sample selected from The Lifestyle Selector database listing were identified by their home zip code. The database listing was narrowed to include only travelers with home zip codes in Arizona, Colorado, New Mexico, and

Utah, Reasons for selecting the states were determined by discussion with personnel from Arizona, Colorado, New Mexico, and Utah tourism boards who indicated the highest number of travelers to the four southwestem states originated from the four southwestem states. 46 The souvenir retailer sample was selected from the Database America database

listing using several selectors. Selectors used to identify retailers for the study

included employee size 1-9, sales volume of under $1 million, five-digit 1972

Standard Industrial Classification (SIC) Code, state, and owner as executive title.

Database America screened out national store chains such as Wal-Mart and K-Mart.

Standard Industrial Classification Codes were obtained from Division G, Retail Trade,

which includes "establishments engaged in selling merchandise for personal or household consumption and rendering services incidental to the sale of the goods"

(Executive Office, 1987, p. 313). Within Division G, specific industry group numbers were identified for use. These included 533 Variety Stores; 539

Miscellaneous General Merchandise Stores; 564 Miscellaneous Apparel and Accessory

Stores; 591 Drug Stores and Proprietary Stores; and 5947 Gift, Novelty and Souvenir

Shops. Using only 5947 Gift, Novelty and Souvenir Shops would eliminate retailers who sell souvenirs as only part of their merchandise mix.

Sample Size

Gay (1992) suggested that descriptive research should use 10% of the population as a sample size. In the present study there was no way of determining the entire population of tourists or retailers at the designated area at any given time.

The number of tourists identified by The Lifestyle Selector from Arizona, Colorado,

New Mexico and Utah was approximately 90,000. The number of retailers identified by Database America in Arizona, Colorado, New Mexico, and Utah was approximately 4,155. The researcher mailed 997 tourist questionnaires to potential 47 survey participants during the summer of 1993. The researcher mailed 1394 retailer questionnaires to potential survey participants during the summer of 1993 coinciding with the tourist sample. Using The Total Design Method, an estimated 60% response rate could be expected (Dillman, 1978).

It was the expectation of the researcher that some questionnaires would be retumed that were unusable due to the participants response to question #1. For example tourists would answer No, to indicate they had not traveled to Arizona,

Colorado, New Mexico, or Utah as a tourist during the time of study and purchased a souvenir. The exact question is shown in Appendix A. Additionally, retail participants would respond No to question #1 indicating they had not been in retail operation in Arizona, Colorado, New Mexico, or Utah during the time of study. The exact question is shown in Appendix B. Retailer participants which circled

Unimportant or Very Unimportant for all products listed on the merchandise assortment scale were considered unusable because they were not a merchant of any souvenir products.

Description of the Instmment

Data were collected from the souvenir tourist sample using a mailed self-report survey instrument. A mailed self-report survey instrument was also used to collect data from the souvenir retailer sample. Each questionnaire was printed in booklet form, approximately 8 and 1/4 inch by 12 inch photographically reproduced. A creatively designed front cover was placed on the questionnaire to present a positive 48 first impression to the reader. Additionally, the last page was designed to invite comments from readers and included a thank-you.

The following scales were repeated on both instruments: souvenir merchandise/merchandise assortment, merchandise selection factors, and patronage motives. Participants were asked to (1) respond to the scales using a five-point Likert response ranging from Very Important to Very Unimportant and (2) answer questions circling listed responses or fill-in blanks. The scales used for the souvenir tourist sample and the souvenir retailer sample were developed by Littrell et al. (1989) with modifications by the researcher.

Souvenir Tourist Questionnaire

The tourist questionnaire consisted of eight sections: (a) Travel in the

Southwest, (b) Souvenir Merchandise, (c) Merchandise Selection Factors, (d)

Information Sources, (e) Souvenir Shopping Locations, (f) Patronage Motives, (g)

Reasons for Travel and Travel Activities, and (h) Background Questions. A copy of the instrument appears in Appendix A.

A section on Travel in the Southwest was included in the questionnaire to determine if the respondents met the criteria for the sample. The respondents were asked if they had traveled to one or more of the following states, Arizona, Colorado,

New Mexico, or Utah between July 1, 1992, and June 30, 1993, and if so, to which state(s) they had traveled. The respondents were asked the major purpose of their trip and to respond to each question by circling a response. 49 A section on Souvenir Merchandise was included in the questionnaire. Survey participants were asked to respond to each of 13 souvenir merchandise items by circling a response on a five-point, Likert-type scale ranging from Very Important to

Very Unimportant products.

In the Merchandise Selection Factors section, participants were asked to respond to 18 merchandise selection factors of a souvenir. Items on this scale were extracted from the Littrell et al. (1989) study. Survey participants were asked to respond to each item by circling a response on a five-point, Likert-type scale ranging from Very Important to Very Unimportant selection factors.

What Information Sources tourists used when traveling was included as a section in the questionnaire. Participants were asked to respond to a 14-item scale, obtained from Littrell et al. (1989). Survey participants were asked to respond to each item by circling a response on a five-point, Likert-type scale ranging from Very

Important to Very Unimportant information sources.

Participants were asked to indicate Souvenir Shopping Locations by responding to a 19-item scale identified from Littrell et al. (1989). Survey participants were asked to respond to each item by circling a response on a five-point, Likert-type scale ranging from Very Important to Very Unimportant shopping locations.

Items for the section on Patronage Motives were extracted from Littrell et al.

(1989) for use on the questionnaire. Survey participants responded to each item on the patronage motives scale by circling a response on a five-point, Likert-type scale ranging from Very Important to Very Unimportant. 50 The questionnaire included a section on Reasons for Travel. Twenty-five items were obtained from Littrell et al. (1989). Survey participants were asked to respond to each item by circling a response on a five-point, Likert-type scale ranging

from Very Important to Very Unimportant reasons for travel.

Travel Activities was the final section included in the questionnaire. Twenty-

six items were derived from Littrell et al. (1989) to be included. Survey participants

were asked to respond to each item by circling a response on a five-point, Likert-type

scale ranging from Very Important to Very Unimportant travel activities. A

demographic section was included in the questionnaire to obtain information relating

to such characteristics as states visited, purpose of trip, gender, age, family income,

education, and current state residence.

Souvenir Retailer Questionnaire

The souvenir retailer questionnaire consisted of four sections: (a) Business

Information, (b) Merchandise Assortment, (c) Merchandise Selection Factors, and (d)

Patronage Motives. A copy of the instmment appears in Appendix B.

The first section included in the questionnaire was on Business Information to determine if the respondents met the criteria for the sample. The retailers were asked if they conducted business in one or more of the following states, Arizona, Colorado,

New Mexico, or Utah between July 1, 1992, and June 30, 1993, and if so, in which states. Participants were asked the price range of their merchandise, 1992 sales volume, business ownership, cultural heritage, gender, percentage of customers who 51 were tourists, and percentage of annual gross sales attributed to tourists. Participants

responded to each question by circling an answer.

A section on Merchandise Assortment was included in the questionnaire. This

section included a scale on the importance of 13 souvenir merchandise items. Survey

participants were asked to respond to each item by circling a response on a five-point,

Likert-type scale ranging from Very Important to Very Unimportant.

Merchandise Selection Factors, a section included in the questionnaire,

included an 18-item scale. Items on the scale were obtained from Littrell et al.

(1989). Survey participants were asked to respond to each item by circling a response

on a five-point, Likert-type scale ranging from Very Important to Very Unimportant

merchandise selection factors.

Additionally a scale on patronage motives was included in the questionnaire.

Survey participants were asked to respond to each of 18 items by circling a response

on a five-point, Likert-type scale ranging from Very Important to Very Unimportant.

Items on the scale were extracted from the study by Littrell et al. (1989).

Procedure

The questionnaires were developed and administered following procedures set

forth in Mail and Telephone Surveys: The Total Design Method (TDM), written by

Don Dillman (1978). The Dillman Method requires the initial mailing of the

questionnaires accompanied by a cover letter followed by two additional mailings.

The two follow-up mailings consisted of (1) a letter and replacement questionnaire

sent to nonrespondents three weeks after the initial mailing, and (2) a letter and 52 replacement questionnaire sent to nonrespondents seven weeks after the initial mailing.

Pilot Study

A pilot study was conducted to gain information about the data collection process as well as to identify any constmction defects in regard to the souvenir tourist and souvenir retailer questionnaires. The researcher randomly selected 100 sample tourists from the purchased database listing, and 100 sample retailers from the purchased database listing to receive the pilot questionnaires. Visual analysis of the questionnaires was conducted prior to the initial mailing.

For the pilot study, tourist questionnaires and retailer questionnaires were mailed during the summer of 1993. The pilot study produced 28 tourist questionnaires which fit the criteria of the sample and 13 questionnaires which did not fit the criteria of the sample formulating a total of 41 tourist questionnaires. The pilot study produced 17 retailer questionnaires which fit the criteria of the sample and 3 questionnaires which did not fit the criteria of the sample formulating a total of 20 retailer questionnaires. To compensate for the lower response rate of retailers exhibited in the pilot study, the number of retailer questionnaires mailed in the final study was greater than the number of tourist questionnaires mailed.

The retumed pilot questionnaires were examined using content analysis and statistical analysis to insure questions and procedures worked properly for the study.

After review of the retumed pilot surveys one change was made to the tourist survey instrument. To aid in the coding of question T-15 for use in the Statistical Package 53 for the Social Sciences (SPSS) computer software responses were changed from

alphanumeric to numeric.

Statistical Analvsis of Data

Data collected from the two sets of questionnaires were coded into a computer

system utilizing the Statistical Package for Social Sciences (SPSS). Data were

statistically analyzed for application to the specific research questions of the study.

Identification of the souvenir consumer and souvenir retailer groups were

identified using factor analysis of merchandise selection factors, information sources,

souvenir shopping locations, patronage motives, reasons for travel, and travel

activities, developed by Littrell et al. (1989). Littrell et al. (1989) determined groups

using cluster analysis. Refer to Appendix C for further explanation of cluster analysis

and factor analysis in establishing groups.

After development of consumer and retailer groups, consumer responses were

compared to one another to identify differences, and retailer responses were compared

to one another to identify differences. Additionally, the consumer profile groups

were compared to the developed retailer profile groups to identify differences between

souvenir consumers and retailers in the Southwest. The data were used to assess the viability of the souvenir market. A probability level of 0.05 or less was considered statistically significant. Independent variables were the scale items. Dependent variables were the groupings.

Once groups were determined for each sample, demographic information was analyzed to gain a greater understanding of the types of people in each group. Table 54

3.1 describes the statistical analysis procedures employed to analyze the seven research questions. 55

Table 3.1

Description of Research Questions, Instmments, and Statistical Analysis (RQ = Retailer Questionnaire, TQ = Tourist Questionnaire, IND = Independent Variables, DEP = Dependent Variables)

Research Question RQ TQ Variables Statistical Test

1: Is there a difference between merchandise #8 #4 13 souvenir t-test purchased by souvenir consumers and merchandise category between sold by souvenir retailers? items populations

2: Is there a difference between souvenir ii9 #5 18 merchandise t-test consumers and souvenir retailers with respect selection between to souvenir merchandise selection factors? factors populations

3: Is there a difference between souvenir #10 #8 18 retail t-test consumers and souvenir retailers with patronage between respect to retail patronage motives? motives populations

4: Are there differences among souvenir #4, 5 IND - scale ANOVA consumer groups with regard to the following: 6, 7, 8, items merchandise selection factors, (b) information 9, 10 DEP - factor sources, (c) souvenir shopping locations, groups (d) patronage motives, (e) reasons for travel, and (g) travel activities?

5: Do the following demographic characteristics #2, 3, item statements descriptive souvenir consumer groups: (a) state(s) visited, 11, 12, from each scale (b) purpose of trip, (c) gender, (d) age, (e) 13. 14, income, (f) education, and (g) home state? 15

6: Are there differences among souvenir retailer #8,9, IND - scale ANOVA groups with regard to the following: (a) 10 items merchandise selection factors and (b) DEP - factor patronage motives. groups

7: Do the following demographic characteristics #2, 3 item statements descriptive differ among souvenir retailers groups: (a) 4,5,6 from each scale state(s) in which located, (b) merchandise 7,8,9 price range, (c) 1992 sales volume, (d) type of ownership, (e) cultural heritage, (f) gender, (g) percentage of tourist customers, and (h) percentage of sales generated from tourists? CHAPTER IV

RESULTS

The primary purpose of the study was to investigate shopping orientations of tourists in the Southwest using souvenir purchase behavior as a measurement base. A

secondary purpose of the study was to assess Southwestem retailers' knowledge of tourists visiting the Southwest. The results of the study are reported in the following

sections: (a) distribution and completion of questionnaire, (b) reliability of scales, (c) description of sample, (d) instmment scales, (e) identification of tourist groups and retailer groups, (f) analysis of research questions, and (g) summary of findings for research questions.

Distribution and Completion of Ouestionnaires

Two pilot studies, tourists to the Southwest and retailers in the Southwest, were conducted prior to the mailing of the questionnaires to the identified tourist population provided by The Lifestyle Selector database and the identified retailer population provided by the Database America database. The tourist questionnaire obtained data from survey respondents conceming demographic information, souvenir merchandise, merchandise selection factors, information sources, souvenir shopping locations, patronage motives, reasons for travel, and travel activities. The retailer questionnaire obtained data from survey respondents conceming business information, merchandise assortment, merchandise selection factors, and patronage motives. The

Dillman Method (Dillman, 1978) was used for collecting data.

56 57 Souvenir Tourist Sample

After three mailings, 398 questionnaires which fit the criteria of the sample

and 220 questionnaires which did not fit the criteria of the sample were retumed

formulating a total of 618 retumed questionnaires. To calculate the response rate of

retum for the tourist sample, undeliverable surveys (n = 22) were subtracted from

the total sample of 997. The total sample (n = 975) was divided into the total

retumed questionnaires (n = 618) yielding a response rate of 63.4%.

Souvenir Retailer Sample

After three mailings, 307 questionnaires which fit the criteria of the sample

and 318 questionnaires which did not fit the criteria of the sample were retumed

formulating a total of 625 questionnaires. To calculate the response rate of retum for the retailer sample, undeliverable surveys (n = 127) were subtracted from the total sample of 1394. The total sample (n = 1267) was divided into the total retumed questionnaires (n = 625) yielding a response rate of 49.3%.

Reliability of Scales

Reliability of the scales on each questionnaire was determined using

Cronbach's alpha. Cronbach's alpha is used when measures have multiple-scored items. Cronbach's alphas above .70 are acceptable in early research; alphas above

.80 indicate the measure is reduced by very little error (Robinson, Stimpson, Huefner,

& Hunt, 1991). Alphas for the individual tourist scales were as follows: souvenir merchandise categories .79, merchandise selection factors .87, information sources 58 .86, souvenir shopping locations .85, patronage motives .87, reasons for travel .86, and travel activities .85. Alphas for the individual retailer scales were as follows: merchandise assortment .75, merchandise selection factors .85, and patronage motives

.85.

Description of Sample

Souvenir Tourist Sample

Table 4.1 provides an overview of the demographic characteristics of the tourist sample. The sample consisted of both female (63.1%) and male (36.2%) participants. Survey participants ranged in age from 18 to over 65 years, the highest percentage (42.2%) between the ages of 45-64. Almost a quarter of the sample had a gross family income of $60,000 or more (23.1%), and 51.8% of the sample had an income of $40,000 and above. Almost half of the sample (49.4%) had completed a college or university degree. Respondents were evenly distributed among the four states; 22.1% resided in Arizona, 22.9% in Colorado, 27.6% in New Mexico, and

21.6% in Utah, Three quarters of the respondents stated traveling for a vacation as the purpose of the trip (74.1%), followed by visiting family and/or friends (46.5%).

States visited by tourists were equally divided among Arizona (62.6%), Colorado

(57.8%), and New Mexico (59.5%). Utah was visited by 39.7% of the respondents.

Souvenir Retailer Sample

Table 4.2 provides an overview of the demographic characteristics of the retailer sample. The sample consisted of business owners both female (53.1%) and 59 Table 4.1

Tourist Demographic Characteristics

DEMOGRAPHIC TRAIT n %

Gender Female 251 63.1 Male 144 36.2 No response 3 .8

Age 18-29 31 7.8 30-44 117 29.4 45-64 168 42.2 65 and above 4 20.1 No response 2 .5

Gross Family Income Less than $9,999 11 2.8 $10,000 to $19,999 25 6.3 $20,000 to $29,999 52 13.1 $30,000 to $39,999 70 17.6 $40,000 to $49,999 72 18.1 $50,000 to $59,999 42 10.6 $60,000 and above 92 23.1 No response 34 8.5

Highest Level of Education Less than 12 years 2 .5 Completed High School 56 14.1 1-3 Years Technical, Vocational, or College 139 34.9 Completed College or University 75 18.8 Some Graduate Work 47 11.8 A Graduate Degree 75 18.8 No response 4 1.0

State Currently Residing In Arizona 88 22.1 Colorado 91 22.9 New Mexico 110 27.6 Utah 86 21.6 Other 17 4.3 No response 6 1.5

States Visited by Tounsts Arizona 249 62.6 Colorado 230 57.8 New Mexico 237 59.5 Utah 158 39.7 60

Table 4.1 Continued

DEMOGRAPHIC TRAIT n

Purpose of Trip Vacation 295 74.1 Visiting Family and/or Friends 185 46.5 Business 68 17.1 Attending a Convention 25 6.3 Accompanying a Person on Business 20 5.0 Traveling to or from Winter Home 19 4.8 Other Purposes 49 12.3 No Response 4 1.0

n = 398 61

Table 4.2

Retailer Demographic Characteristics

DEMOGRAPHIC TRAIT %

Gender Female 163 53.1 Male 136 44.3 No Response 8 2.6

Cultural Heritage Black/African American 2 .7 Hispanic/Mexican American 14 4.6 Native American 11 3.6 Oriental/Asian American 3 1.0 White 263 85.7 Other 6 2.0 No Response 8 2.6

Ownership Sole Ownership 151 49.2 Partnership 38 12.4 Franchise 3 1.0 Corporation 107 34.9 Other 6 2.0 No Response 2 .7

Price Range of Merchandise Low End 42 13.7 Moderate 231 75.2 High End 27 8.8 No Response 7 2.3

1992 Sales Volume Less than $15,000 13 4.2 $15,000 to $24,999 10 3.3 $25,000 to $49,999 25 8.1 $50,000 to $74,999 24 7.8 $75,000 to $100,000 32 10.4 More than $100,000 191 62.2 No Response 12 3.9

% of People WTio Make Purchases are Tourists 0-25% 147 47.9 26-50% 67 21.8 51-75% 44 14.3 76-100% 48 15.6 No Response 1 .3 62 Table 4.2 Continued

DEMOGRAPHIC TRAIT n

% of Annual Gross Sales Made from Tourists 0-25% 58 51.5 26-50% 53 17.3 51-75% 49 16.0 76-100% 46 15.0 No Response 1 .3 n = 307 63 male (44.3%). The largest portion of survey participants were white (85.7%) with respect to cultural heritage. Nearly half (49.2%) of the retail participants were the sole owner of their business, followed by corporation ownership (34.9%). The price range of merchandise was mostly moderate (75.2%). The 1992 sales volume of over half of the respondents (62.2%) was more than $100,000.

With regard to the question "what percentage of people who purchased items from your store are tourists?," 47.9% of the retailer respondents reported 0-25% were tourists. Figures representing the percentage of annual gross sales made by tourists corresponded to the percentage of tourists who made purchases. Over half, 51.5%, of retailers reported 0-25% annual gross sales attributed to tourists.

Instrument Scales

Tourist Scales

Souvenir Merchandise Scale

On the Souvenir Merchandise Scale most tourist respondents chose responses indicating either a product was neither important or unimportant (M = 2.51 to 3.50).

(See Table 4.3 for a complete summary.) Merchandise categories selected as having importance (M = 3.51 to 4.50) by the largest proportion of respondents included:

"postcards or booklets," and "books about the area, state, history, or attractions."

Merchandise categories selected as having little importance (M = 1.51 to 2.50) by the largest portion of respondents included: "other mementos of the location or attraction" and "toys." The scale mean was 2.96, indicating the tourist sample felt neutral toward souvenir merchandise categories. 64

— NO PO 00 NO -^ r--oofn w^ o^orj ^ rn — ^ vr! c4 r^ 1/^" r-* 00 o — — (S — fn —" — — ^

00 O r*- >o NO NO Ov CM 00 U^ W^ 00 Vi CM CM 14 2 16 0

^ — NO >n m m NO NO rn en o V> NO ^. fn c> ON t^ NO* en cvi 00 NO fn VO* — CM d >n

ai c>» r^ 00 Ov >rj (S C>1 m ON c^ \0 Tt •^ ir> 00 pn NO NO Tt NO irj •n- m c^J vn NO

t/i NO — ON ON ON ON — NO VO — "^ c^ — •c •^* 00 NO o r- o r>4 c^) C>l m (N C>1 C>1 CM CM CM CM m rM

u O NO ON VT) r^ ^ 00 O n «n O 00 — ON ON m O ON 00 — — o n o Vi

^^ €r^ NO -- NO NO — 00 ON -^ ^ — 00 ON US QS ».N 1.^

00 O 00 NO ^ ON — NO ^^ 00 00 t^ 13 0 14 9 11 1 11 7 15 3 CO c 10 0 ^^ ^s. NO fn NO 00 ITi m m m fn m "* 00 O o en t-^ f^ u^ •^' rn NO o\ ^ "^ d 00* pn •c D •^ ON O m 00 m »r5 r~ VD t^ — vn c^i O t^ r4 — >o c^i pn ^ vrj 00 pn — H

r) 00 o 00 r- 00 NO NO 37 2 38 4 37 0 37 0 37 6 38 9 38 3 38 3 1 fn fn fn 30 7 ON n -^ NO CM 00 r- C^ CM o o ^ CM NO Q r^ — c>j CM CM

S 00 r~» 00 CM — 00 VO ON n \o NO o — c^i 00 NO un ON — rf q — ON rn «s r>i pn m' CM r>i C/3 CM pn pn CM

(A o O « o 2 - a (A u o u 'S. « o U U (A c ^ o O B o U3 I C CO o D e i •^ 3 a o c/3 J3 U If «.* CO l-H o « o o S «2 11 -J S 2 4) "o < C c o o u U "5 H O U < CL U f- C/5 65 Tourist Merchandise Selection Factors Scale

Reference to the Merchandise Selection Factors Scale, the majority of items were selected as important by the respondents. (See Table 4.4 for a complete summary.) Merchandise selection factors chosen as having importance (M = 3.51 to

4.50) included: "workmanship is of high quality," "appealing design," "appealing colors," "price," "items can be used," "a good gift," "items can be displayed in the home," "easy to pack and carry with you on a trip," "items can be worn," "a clever idea," "made in the state you are visiting," and "new, innovative." The scale mean was 3.67, indicating the tourist sample felt souvenir merchandise categories were important.

Information Sources Scale

On the Information Sources Scale the majority of items were selected as important by the respondents. (See Table 4.5 for a complete summary.) Information sources chosen as having importance (M = 3.51 to 4.50) included: "directory or map of locations or events," "tourist brochures or state travel packets," "local shops,"

"travel magazines and guide books," "information at galleries, museums, or historical societies," "magazines or newspapers with articles about the area you are visiting,"

"local townspeople," and "information at your hotel, either written or from hotel personnel." 66

^ 00 00 in U-) 00 NO q rn q r-1 00 00 VO 00 NO O 00 VO — — "^ CJ Tt — 00 »o pn r~ NO' ' ^ NO VO r-: — po

> CI t^ r~ 00 O ON VO CM — n ON t*- P'^ 00 P^ 00 00 r^ Tt •^ PO CM — Cvl Cvl — n «o C^ '(t —

a^ «r> pn VO pn p'^ O ....NO O »0 . >rj 00 00 00 00 00 pn 00 VO C>5 c4 NO' rt in C~ ^" 00 p«^ ON -- CM VO NO •^ vd VO VO

CI O ON NO r~ — 00 NO CM •^ 00 t^ — pn r- ON VO pn PS — CM — CM CM ^ pn —< pn •^ — OJ PS VO CM CM CM

-- -« NO NO ON NO ON ON -- ON CM — t^ ON CM — ON — c/3 -^ c>j 00 d c«i Tt 00* •^r — r-^ d d VO ON VO d "^' ON — -" r^ CM r) CM CM r4 c^i r4 CM CM — 2

c 00 Tt (S — 00 VO ON ^ — O O C>4 ON O O ON NO a CM "^ Tl- — Tt o 5 Tt -^ 00 ON ON —< ON 00 -< 00 ON r-

.^ Cr^ ON CM C^ q ON C^ -- ON C>j t^ C^ ON O; -^ — CM ON NO' uS iri CM C-' P'^ ON ON ^ •-* — ON VO c4 PO 00 pn 00 f*^ pn cn ^ P'^ fl CM f^ t*^ P'^ P*^ P<^ t*^ t*^ CM P'l t^ P*^

V3

C- O O t^ — CM NO ON NO NO Tt •^ ^ NO »n pn <-< VO Pn CM ON 12 6 15 9 14 3 12 9 15 2 13 3 15 5

^-, «rf Q^ r-; vrj -- NO NO P<^ — NO ON NO 00 VO VO "^ 00 VO r^ ^ ^' CM t^ ^ ON r^ VO pn r-* "^ CM pn VO VO o o •* •^ CM C>1 C«J o CM pn C/3 CM •c

o 00 t^ 00 O NO t^ 00 CM VO o ON ON ^ >-• P"^ CM O (S H r« c* 00 — 00 t^ NO NO pn c- VO VO VO 00 (S O 00 rM

u VO ^^ VO NO 00 — t^ en — Tt ON CM O Pn CM r- n ON ON 00 00 00 00 NO 00 t^ t^ 00 r- p~- 00 00 00 r^ 00 00 00 p'^ t^ p*^ pp> p'^ f*i f*^ (^ pn po p'^ f*^ po po pp^ p*^ pn m pn

I ON ON >0 >0 »n — CN> r- — pn Tt rt pn ON ^2383 VO Q 00 00 O ON O — 00 ON — -^ — CM O S ^ Tt VO — Cvl '* 00 NO r- VO 00 NO — VO o — VD O NO CM CM NO ON t-^ ^ pn VO ON '^ P«^ C^J VO VO ON r- "^ ON C/5 p*^ ^ ^ (^ t*^ (*^ m f^ fn m m pn ^ pn pn CM po p'^ f^ •c

c 1 si o D M S 3 O J3 c ^ g o 4)

^ O . c « .5 U S J CO

e/3 S>!2 I ,0 T! -r: 1.3 "kS I "^.^ •- o 5 .:^ 3 C 4> CO T3 o "O o u u u « - o •- U G. ^ W) o C C e c c E 2 3 ^ -J et ° • s I < i. i. E g E ft U u < < ^ ^ ^ D < a. w u i'££ < C/5 67

O 00 NO 00 NO NO q pn q q 00 O — pn •^ pn ON d ON NO' P-' vd lo TT pn -* d C>4 C^l c4

VO VO 00 ON CM PS NO ON 00 O NO pn *-4 <* 00 pn ON CM - CM VO

^ pn q ^ VO 00 Tt q 00 pn VO pn q pn VO r-'V O r^ vd -^ d ON P-^ ON P-' vd VO vo' pn Cvl

CI ON •^ 00 NO t^ — NO — p> O VO O — Tt CM CM NO CM Tt 00 cn t^ pn pn CM (S NO —

ON 00 ^ ON "t Tt VO P- — Tf VO Tt —< pn -; ^ rt d "^ pn NO •^ m NO o pn 00 VO CM — pn CM pn pn CM pn CM n C<4 CM CM — c/3 o ra pn VO NO NO ON VO VO pn NO 5 VO o o -^ "^ C>) "^ _o Tt Tt — ^ C>1 — pn — •^ "^ Tt e VO o pn pn a VO VO 16 1 17 5 10 4

VO Tt 16 3 18 4 16 2 18 0 11 7 17 1 18 5 c/3 ^ 1-H 00 00 VO 00 —< ^ 00 ^ 00 00 "^ 4_| &^ o •c VO* t^ 00 Tt vd "^ vd vo" ON 00 «s rt 27 . 21 .

^ .§ CI •<^ 00 pn ON •^ NO Tt pn NO VO ^ r- 00 o c^J p*- pn — VO — NO NO P~ r^ VO m

3^ r- NO CM Tt p^ 00 00 r»- 00 p~ 35 5 38 6 37 8 38 3 38 4 38 3 38 5 37 7 38 5 pn pn pn pn pn 37 5

E CM — NO ^ VO VO o VO 00 NO ON o C^l ON VO B Q O O pn O — o c/3 C/2

ri ON O 00 Tt —< CM VO — VO VO ON CM NO "^ -^ VO VO P-^ VO pn r-- 00 p>- NO -; CM pn CM pn pn pn pn pn "

3 <0 —' "fi O lA

3 fc « > o ® "a CO CO Hi 3 ^ o III o I- -J ui 13 -g 1) I > J4 < < i § 2 CO U < QQ U H f- H S ill ^ c/3 68 Souvenir Shopping Locations

On the Souvenir Shopping Locations Scale the majority of items were selected as neither likely or unlikely as a shopping location, by the respondents. (See Table

4.6 for a complete summary.) Souvenir Shopping Locations chosen as likely to shop at (M = 3.51 to 4.50) included: "gift shop" and "craft fair or festival." The scale mean was 3.22, indicating the tourist sample felt neutral toward souvenir shopping locations.

Tourist Patronage Motives

A majority of items on the Tourist Patronage Motives Scale were selected as very important or important, by the respondents. (See Table 4.7 for a complete summary.) Very important (M = 4.51 to 5.00) patronage motives included "quality."

Tourist patronage motives chosen as important (M = 3.51 to 4.50) by the majority of respondents included: "salespeople who allow customers to browse,"

"competitive prices," "knowledgeable salespeople who can provide information about the items," "selection and variety," "uniqueness," "friendly salespeople who initiate pleasant conversation," "items arranged selectively and neatly," "visual displays," and

"reputation of craftsperson or artisan producers." The scale mean was 3.66, indicating the tourist sample felt patronage motives were important.

Tourist Reasons for Travel Scale

On the Reasons for Travel Scale the majority of tourist respondents chose responses indicating the reason was neither important or unimportant for travel 69

-« O VO pn 00 — NO NO — NO NO VO r- 00 ON 00 NO O pn pn NO ^ rt O NO pn 00 ^ VO — 00 O p- O 13 CM CM

ii a > 3 CI O C^l Tt VO ON NO CM NO CM 00

^ o O — — — pn — —« pn pn —« pn NO ^^ 00 ^^ NO ON C^ —« O p^ pn VO VO p~ r- VO VO CM "«r ON pn P-«

CI VO 00 Tt O 00 pn O O ON ON O VO O J VO VO P^ VO r~

^ ON 00 CM ON CM rt — NO — ON — NO "Tf NO VO C/3 pn 00 PS p^ CM VO O Tt •Tf p«- o cvj pn ^ NO VO ON c w- 5 >^ CNI ^ pn PS pn CM pn CM r) CM CM n CM PS CM fS CM o "c3 c -J: 3 VO VO VO CM 00 ON p^ ON o c^ ON ON

12 8 10 8 13 0 10 3 ON 11 8 12 0 10 5 10 2 11 0 00

c ON VO n c^ rt NO NO VO pn pn NO ON P~ ON Tf CM ON a. CM VO fn VO Tt P- pn ON ON ON VO fn pn Tt NO pn pn pn PS CM CM PS pn pn pn o pn CJ o CM c/3 13 ^ c. — — CM 5 P- 00 p^ 00 pn Tt p- 00 pn 00 ?n ^ ON ON o -^ p^ ^ -^ (^ 13 6

c 13 5 10 7 :3 ^ ^ o ^ — ON NO pn VO -^ NO NO NO — — NO o pn 00 c/3 o pn VO NO PS 00 PS P~ ^ pn 00 NO VO -* ON VO -" 4-* (S PS ^ — — — CM —> 1 c« •c > ;s CI O O VO C^l VO o PM 00 O NO "t PS ^ C>1 NO NO H 00 ON NO NO VO P~ •^ P>- •^ VO P^ O NO VO pn NO

CM ^M O CM •^

rJ 00 r>J ON NO O P- "^ Tj- PS O pn p- p- VO pn — c>) — c>) Q CM ON O O — pn ^" fn pn pn B c/3 B PS 00 00 pn O NO — 00 CM PS pn — ra NO 00 CM PS p~ pn pn r- c/3 § 00 ^ ^ — CM ^ ON pn pn pn pn en pn m pn CM PS pn pn (n pn PS pn m

o£ _ *j o tA 2 o i "S ii §• o M JS ^ E i i c Vi •S •«-• es s u E ^i fe 00 5 "E 3 E _r a - - ® a 60 5J .£ c S (^ cu o C/3 M c a* I i ^ 9i o o N^ C « 13 ed g S lu eo.e r S I•2^. 2 a % lA < CO (£ S t .2 U O > < u a: 1^ QQ U C?3 U 70

^ pn — 00 o CM a

a a CI > 3 ^ 11 2

^ 4. 6 5. 8 ii

CI 00 pn VO NO

^ >, u. o 27. 6 26. 1 el y lik e ith e a JiC § CI a 2S

^ VO NO p^ p- CM 13 ;:: CI o o C o U ^ 8. 3 6. 1

0) > 2 CI pn 1 NO m

c/3 34 5 38 2 38 3 .6 2 Q .2 3 .3 1 c/3 ^^ ^^

o CM pn NO pn CM pn

a o 4t^o o (A 6 U ^o >> 5 1^3 1 M \S op £ ^ Wa 9. o C/3 8

O te r *^ '(A ea o > o Ui o t^

pn fn un pn VO pn pn 00 NO O O NO — 00 VO VO — M PS P- O fn VO — 00 P>^ NO ON pn —

VO VO CM ON O pn fn CM 00 pn NO VO VO CM pn ^ CM ^ pn CM NO P~

„^ ^ VO VO 00 VO pn 00 pn pn VO — 00 Tt 00 O VO pn Cvl pn VO pn VO NO ON CM ON pn PS o PS

CI O pn •^ '-I VO — O VO 00 0\ ON ON CM — -^ VO VO PS ^ NO pn 5 VO 00 m —«

pn NO 00 00 PS NO ON -^ O (^ Tt CM n ON VO PS CM pn -* p^ ON O VO •— fn vo" ON 00 Tt — ON .-H ^- «-^ pn (S pn PS Tt fn fn fn pn pn PS

> ON O VO P~ 00 00 pn 'S' pn rt — NO NO r- 00 Tt VO — Tt Tt — CM O NO pn Tt VO pn 00 pn 15 4

.^rf Crv ON rj ON ^ NO ON ON ON NO n ON — pn ON VO t^ ON O PS ON VO NO P- Tt ON — ON 00 ^ t^ o pn pn fn fn pn ps ps pn fn — pn CM — pn VO Tt s 00 ON CM lO Tt Cu p^ 13 1 12 4 15 1

15 9 12 0 15 7 10 2 10 7 15 1 13 9 Tt 20 1

00 ^M pn fn 00 *c ,^rf GS CM VO pn CM NO NO VO 9. 8 9. 7 00 p^ PS P-^ 4. 5 PS 18 . 1 8 12 . 16 . 50 . o 40 . 60 . 40 . H Tt

VO Tt ?n Tt c^ o o 00 ON ON p- pn NO p^ P- VO pn r- NO 16 0 16 0 20 1 24 0 CM VO pn

V3 NO p^ NO VO o ON CM O CM O VO 00 ON 00 P^ 00 00 00 P^ 00 00 00 00 00 ON

38 7 00 pn pn pn pn pn pn pn pn fn pn pn pn pn pn e pn 00 00 NO fn VO O NO O 00 o P- Tt 00 VO pn 00 00 00 ON ON O —' ON 00 p^ 6 Q VO O O PS O ^ •^ ^* ^^ 3 c/3 '^ C/5

00 O Tt Tt Tt VO NO pn Tt pn — NO 00 CM t^ NO PS VO pn VO pn VO NO ON pn oc> Tt 00 CM fn PS pn pn pn Tt '* Tt "^ pn pn pn pn PS c>i

4) e •o o ^ c o o §11 .c «5 j; 1/3 I O o 00 o § I- 1c/23 "S •> '^ E C b. a 0cA) .fec CO 3 ^ u XA « o Is* •Mc o9 § S "^ IS I ^2 C/3 > •c (0 e .S 00 C c« O s S "^ 0 « > •o u. e3 ra u c c ii Vi c 0013 § lA I g 4 o a -c o <*r>f V ^r. to c ^ .E o o c CO c '*rf c o 0 c ell CO *- a. .ti 3 * 1.1 ^ E g .2-' ^ i §. M CO i < 2 S V 13 o 3 c /^3 U > a: 00 ii t^ u as c« 72

*i ^ 00 VO

53 S . > -3 CI pn CM

•a s^ fn 00 VO I CI ^ p>- CM

^^ ^ ^^ NO Tt VO 4> fe & 1 .€ § CI 00 VO o CM

^ 37. 2 34. 9

•s E CI 3 C 13 9 a 14 8 o U .^rf ^s 39. 4 r- 56. 5 £-1 I S.§ a 15 7 22 5

C/3 35 3 39 3 38 7 .5 4 .7 2 Q .9 1 00 3.6 6 4.4 7 4.1 2

2 2 ^ g •i! C S in i st o iti o o ^ ?, •a S ^ ^ ^ ^ £ ss 0. o Ci c/3 III S S 1 ^ if *? .S ji 2 o a pe o idl y s s < < •C -3 U. c/3 c/u3 73 M = 2.51 to 3.50). (See Table 4.8 for a complete summary.) One reason for travel item was selected as very important (M = 4.51 to 5.00) by the majority of respondents, "seeing spectacular scenery." Reasons for travel items selected as important by the largest proportion of respondents included: "taking part in adventuresome activities," "being close to nature," "visiting exciting places,"

"escaping daily routine," "gaining a new perspective on people and history," "visiting family and friends," "not having a schedule," "visiting places I've never been before," "going to famous places in the U.S.," "going to places off-the-beaten track," and "doing things with my travel companions." The scale mean was 3.50, indicating the tourist sample felt neutral toward reasons for travel.

Tourist Travel Activities Scale

On the Travel Activities Scale most tourist respondents chose responses indicating neither important or unimportant. (See Table 4.9 for a complete summary.) Tourist travel activities selected as important (M = 3.51 to 4.50) by the largest proportion of respondents included: "eating at special restaurants," "visiting state or national parks," "eating foods of the region," "walking around in a town or a city," "visiting historic homes, sites, or museums," "shopping," "taking photographs," and "people-watching." The scale mean was 3.28, indicating the tourist sample felt neutral toward travel activities. 74

00 00 — 00 VO VO VO O 00 00 00 fn Tt fn pn 00 ON ON — NO ON -N r^ ON Tt — PS CM P- P^ 00 CM Tt — O CM VO fn CM C>1

VO p^ ON 00 00 NO 00 ^" ^" ON pn ON r~ r- fn — o VO P^ pn CM 5 — pn r4 VO Tt — 00 ON »0

^ VO VO 00 pn pn ^ pn 00 o 00 pn —" o 00 pn fn 00 fn pn fn pn ON Tt ^ ON CM NO PS CM ^ fn NO -^ 00 ^ " ON P-* VO PS

CI t' S 00 0\ VO ON VO *"" 00 pn p^ PS •^ p* pn r^ pn p- ON — pn VO Tt pn 00 CM — VO PS Tt pn — P^ ^ NO

PS VO rj ON ON Tt ON ^^ ^^ pn — Tt — Tt ON •^ pn r>i t^ ON o CM O P- o ^ ^ Tt 00 o CM -^ pn PS p^ VO rJ r) pn pn C^ pn — fn PS PS PS PS pn pn pn PS m

1) Tt PS 00 pn — — r~ •^ •^ p^ PS -^ 00 VO vn ON ON O O — PS 00 PS CM — CM 00 •^ ^ — p-« PS 00 00 ON 00 PS '^ pn pn

,^rf Cr^ ^ VO pn NO ON m Tt p- c«i p^ O — CM 00 NO t^ ^ NO 00 00 PS O ON ON pn NO CM O VO O (S oo" « VO 00 O fn fn ^ 00 CM Tt — CM pn •^ fn ^ fn pn •«t fS pn —> c>) pn pn — — — c c/o3 t' S s 00 p^ VO ON PS r^ PS •^ pn Tt ON VO 00 NO CM NO NO « PS VO — VO p- 16 1 14 0 12 2 13 3 Ce^ 11 8 13 5 12 2 oo '4-' Tf M ^ M ris 00 pn VO 00 ON P- NO O CM ON NO —« 00 -- VO VO NO r- pn o pn •^ Tt VO PS — pn PS pn VO ab l H V. ^1 ^.i CI o VO O 00 t^ VO Tt Tt t^ m ON Tt — Tt P^ ^ VO NO C>1 — NO CM pn 00 Tt — CM pn VO 12 3 17 0 18 8 NO 24 3 — CM

•^ — ON CM 00 00 — 00 o — OO 00 00 00 p~-

38 8 ON 38 0 38 2 39 3 38 8 00 t^ 00 00 38 4 38 0 38 2 38 2 38 3 fn fn fn fn fn E pn fn fn fn pn pn ON ON NO pn 00 00 ON NO CM NO p- o NO 00 — VO pn >o CM 00 00 VO Q ON m — pn c^ O 00 — PS CM CO "* -" "• '" ^ ^ ^

- VO c^ VO CM CM Tt •^ Tt VO CM CM (S PS pn NO — CM CM ON pn P>; Tt ^ vn 00 CM Tt NO 00 VO ON -^ NO NO o pn pn PS pn pn CM pn ^ •* Tt fn fn fn ps fn pn •^ PS PS fn

9i pi e tA *i s o r ar t o n pe lenge s i a 8 .. 2 bee n b e a tri p > a

S D o n

tiv e o cha l 2 M O C ve r por t c o (U g S a 60-^ c« 2 M «a >^ c^ Xi CO •1^ 60 T3 -2 physica l 00 schedul e itie s fo r chil d fo r roma l y an d friend s kil l i n a s ur y whil e histor y o.S 8 5 CO *^ •S c 3 w perspe c y o f res t r s i 5 s I'v e n T! O -3 c -^ -^ r 60 E

% g vi ^ fam i plac <

.s CO 3 acti v

« s in g a plen t tim e n lu x O (in g s ncin g O 60 D. 60 £ '-^ 60.2 '^ 60 i- .S 60 C .£ 60 H c o 60 C •* 3 C '3 ^1 >> 60 S "S. »* isitin g avin g o t ha v isitin g evelo p ainin g ettin g < indin g xperie i ivin g i CA (U > X « •o c O O > u. X > G U -] |i CO QQ •3 g" C Z

> W CO 75

« ^ — pn pn ^ 00 CM VO -^ pn

^a aI > -a CI 00 « VO fn Tt CM —

•s ^ pn q pn q 00 Tt 00 VO ON c4 I CI P- CM NO VO pn c5 fn -

«^ ^ GrC ON NO 12. 6 26. 4 34. 2 27. 6 CM

10 7 13 6 VO

— CM p^ c^^ ON VO VO ON p-^ P-^ CM pn pn pn pn

3 £ CI 14 8 15 1 15 8 '•^-^ §2 c o U « ^ 12. 6 17. 1 43. 0 00 22. 4 23. 1 T^' ^1 s^.i CI 00 ON C^l o I NO 00 ON vn 17 1

pn t^ 00 00 34 6 39 0 38 3 pn pn 38 3 NO q^ PS o .5 3 .9 1 .9 5 .9 0 CO ^ —«

r>j pn ON o o CM NO 00 Tt VO fn m pn pn pn

CO o o Hi < U CO 76

5^ 00 P~ 00 O 00 rl O fn 00 00 NO lO 00 NO pn Tt Tt q VO oo VO ^ O VO ON NO — fn ^ CM p-^ oo' CM PS NO' VO CM P-^ CM VO pn — pn — E^l ii CI > pn pn ON Tt tn ON Tt VO •-" ON 00 o pn C«4 Tt o pn VO - - o PS 00 PS — «s

13 8 PS 14 4

11 0 fn CM VO

«^ ^ pn NO pn 00 NO pn O 00 fn fn fn VO pn .^ pn NO NO q q o ON P- ON ^ o pn t^ fn Tt 00 ^ VO NO n ON f~- •- NO ON CM

CI o p«> o t^ t^ (S pn 00 VO p- pn VO PS VO 00 t^ O VO •* NO Tt p^ p«- fn Tt 00 — (S VO — r^ Tt CM NO pn r^ ^ CM pn

^ vq ON -* PS Tt NO NO •^ ^ ON NO NO P~ NO ON ON —" pn ^ ON O NO' pn -i CM NO d c?N d NO P- O PS 00 VO NO ON ON — pn PS pn CM pn PS — CM PS C^l r) CM PS pn CM es PS (S — fn

CO p^ CM p^ c>l Tt ON VO c>i r- — P- o CM O pn p- NO P- p- VO 00 •^ ON CM 00 NO 00 — 00 O — 00 fn O O — p- c^

,^4 Cr^ NO OC) VO CM CM NO q Tt NO >o — ON ON ON O ON ON ^ ON NO < ON pn VO 00 •^ es CM 0C5 NO -- VO pn p-« pn CM VO — pn — ON PS —< PS pn pn — Tt fn

VO VO p* VO o o ON 00 11 8 10 2 15 2 13 6 16 7 15 3 10 6 16 5 13 5 15 1 13 1 14 3 12 7 11 8 13 3 ON C/} VO NO

Tt ^ •n ^s v^ VO pn VO Tt NO o p- NO pn 00 NO ON 00 pn Tt VO 00 ON Tt 3 CM 00 NO CM Tt Tt ON 00 VO O NO NO

o 16 . 14 . O CM pn CM z^ Cvl 2 8 21 . pn 20 . H ^1 ^.e CI o fn NO ON r^ NO 00 o VO NO VO es VO fn VO VO NO ON P- — S VO m PS 00 •^ —< pn — Tt — fn NO — Tt NO 00 es VO "^ 00 ed

00 VO 00 O 00 — 00 VO es o VO VO ^M fn fn ON ON CM VO VO 00 00 00 ON 00 00 00 00 00 ON 00 00 00 00 00 00 P- 00 00 00 E pn pn pn pn pn pn pn pn pn pn fn fn m pn pn pn pn pn pn pn B es pn 00 ON CM — NO fn fn VO O VO Tt — pn o CM — o — 3 O pn ON pn — 8 - = S C/3 Q es 00 O CM CO

"^ O ON VO Tt Tt pn 'O CM 00 00 00 -^ pn O — ON 00 — NO t^ pn ON VO pn '^ ON NO es es 00 O ON 00 O Tt VO pn pn PS pn pn pn S fn es es pn pn es Tt pn pn pn es pn pn pn fn

a s I J= 3 % 3 lA .2 S £ *^ ^ O CA c CO tA >ii ii " D. CO lA k. ^ 60 E 5 60 t« X. O 60.= u a •C O J= o O 60 es CO c/s « O ^ o .E 60 60 M 60 -5 5 c .E ^E 60 7i •£••2 < ^a tA S "5 § §•1 < H a. CO < 77

- ^ ON ON 00 o pn 00 O P- es p«- NO 00 CM CM *-*

m 00 VO VO VO CM NO pn 00 -

•s s^ 00 3. 1 3. 1 8. 5 7. 1 9. 5 ON

CM 00 00 Tt CM ON VO VO pn pn VO pn

Tt — ON P~; Tt p- CM VO pn CM Tt d CM CM es pn es pn

<7N v^ O P«- CM 00 ON pn ON CM

^ VO 00 es ON ON (3\ d Tt d d VO d es — pn pn PS pn a "8 £ CI 3 es ON O pn 00 VO CM CM 12 3 .s 10 3 *••-c> 00 — 00 00 o 4.^ &^ — NO U ON d ON VO' VO p- ON Tt if .§ a NO es ON O fn —< p- ^ P- NO NO P~

CA CM O pn VO O O ON 00 00 00 ON pn pn pn 00 p^ pn fn pn pn tn fn CM Tt 00 0\ es NO VO Q Tt pn CM O pn — CO

VO — CM O 00 — Tt q vq fn •^ pn en pn pn es pn pn

CO W o 60-; o < < u CO 78 Retail Scales

Merchandise Assortment Scale

On the Merchandise Assortment Scale the majority of merchandise categories

were indicated as unimportant by most retailer respondents with a scale mean of 2.36.

(See Table 4.10 for a complete summary.) Merchandise assortment categories

considered unimportant (M = 1.51 to 2.50) included: "crafts," "art," "fine jewelry

or jewelry native to the region," "other artistic or authentic clothing," "books about

the area, state, history or attractions," "toys," "antiques," and "local foods."

Merchandise Selection Factors Scale

On the Merchandise Selection Factors Scale the majority of items were

selected as important by the respondents. (See Table 4.11 for a complete summary.)

Merchandise selection factors chosen as having importance (M = 3.51 to 4.50) included: "appealing design," "appealing color," "a good gift," "price,"

"workmanship is of high quality," "item can be used," "item can be displayed in the home," "has a name, motif, or design, related to the place the tourist is visiting,"

"item can be worn," "new, innovative," "a clever idea," and "unique, one of a kind. or limited edition." The scale mean was 3.64, indicating the retailer sample considered merchandise selection factors important.

Retail Patronage Motives

A majority of the items on the Retail Patronage Motives Scale were selected as important or very important by the respondents. (See Table 4.12 for a complete 79

Tt O VO -- es O 00 00 NO — P^ o ON ON NO P-^ CM pn CM NO VO Tt ON 00 es pn VO en pn pn Tt Tt pn NO Tt fn es Tt

CM Tt ON CM ON fn O 00 ON CM 00 — — ON en CM pn CM 00 CM 20 5

^ q pn 00 Tt r^ Tt o p~ 00 00 00 -^ -m pn ^ 00 pn pn CM VO pn ON ON NO a\ o

t^ — CM 00 ON C^ O O — 00 — §5 CM Tt Tt pn •^ Tt pn m es CM pn

ON Tt — pn o O pn VO VO O NO Tt NO' d ON NO* VC> Tt P^ NO ON Tt 00 Tt — — (N c E C •= 3 CI C^) CM 00 O ON pn m O pn P^ VO •d pn o o VO pn CM VO Tt Tt VO Tt VO p- (/} NO c/3 00 es pn VO VO en Tt pn CM M VO VO pn < ^j ^s. ON Tt vo" NO* ON Tt pn VO NO -^ VO VO CO o

4= O pn O — O — t^ ON Tt —< fn p^ pn -^ VO VO NO 5 Tt Tt — pn VO VO Tt

Tt t^ ON Tt VO 00 es Tt ^ ^ NO VO q Tt p~ P^ NO* p^' p-^ CM es Tt O — VO o ON ON Tt 1 (S — — i £•1 4J E ^ pn pn 00 ON VO es NO OO ri O ^ pn > .3 CI VO es 00 pn pn Tt pn pn — fn NO NO —

1 •^ pn r^ Tt ON Tt — CM VO P~ ON ON ON Ov 00 ON ON ON ON ON 25 1 29 5 29 3 CM CM CM CM PS 29 0 PS es CM es CM pn pn NO ON P- VO VO en VO es pn — n ON VO Tt Tt Tt Tt ri Tt CM p^ B Q VO CM VO NO »n B CO 3

(A ii O 60 s C u .2 'C > ii Cu o ei U c/3 fe 2 e O *- •5 8 lA E ^ s -s :5 c % o « o "o CA CO c c O .^ o es « 2 M et •c -5 H u < < 8 o ^ C/3 c U < E- Q- U E- u CO 80

pn q p^ es VO ^ — es o p^ ON ON VO — O es 00 NO es CM d P«^ 0C5 CM 00 vd — —* NO" CM vd — Tt Tt* P-* CM

r« NO pn es NO 00 VO ON pn CM CM pn NO C>4 ON O Tt pn pn Tt 00 pn pn VO CM pn Tt CM

5^ q NO VO es ON CM 00 VO NO Tt Tt pn CM 00 P^ NO 00 q CM es NO VO pn VO 00* NO* Tt CM CJ pn VO p-^ pn Tt NO" CM

VO 00 o NO es VO t^ o Tt 00 00 o NO Tt es ^ — VO es — — — es es — fn pn — — PS •^ — CM

•^ « — — VO C/5 pn p* pn CM ON O ON pn -^ pn 00 NO pn ON d c4 CM -^ P^ VO 00 ON '^ 00 p-^ ON ^ fn —* -^ Tt — es CM CM — es es — pn CM — es es Tt es pn —

c ON -« 00 00 VO en ON r^ o» P^ NO VO o '^ en p^ r^ Tt es en NO NO VO 00 VO ON r- pn o VO t^ 00 VO O VO ON "^

« ^ ON es ON 00 00 O -N -« 00 00 p^_ q VO es NO •^ 00 ON pn VO d NO" 00* d m* ON NO fn oo' —^ NO* pn p-^ -^ vd 00 pn fn fn fn pn fn fn pn fn es PS Tt pn fn — Tt pn Tt CO

00 VO pn ON es 00 o en fn 00 NO es es Tt t^ pn o ON ON s O ON — -^ es — p~ 00 es — o VO es — VO

.^rf V^ VO ON « — -- VO 00 en VO ^ — es es es CM P-; p- q -^ 00 vd VO ^ d — NO Tt CM d es 00* — vd VO es d VO ^ es es es pn es — pn — CM — pn cd ^1 — pn — es ^M CI 00 O O P^ Tt Tt P- O ^ 00 — ON NO VO ON ON ON es OC VO vn 00 t^ r-» ON »o VO O pn pn ON VO NO — r- en ON

Tt fn NO NO P* pn NO NO VO es 66 3 3 O O ON ON ON ON ON ON ON ON 29 5 29 4 30 0 30 0 29 9 29 1 29 4 pn m PS CM CM es es es es CM 25 3 ed O O NO Tt VO pn 00 VO es 00 VO NO p^ Tt 00 CM 00 00 CM o O o 00 VO H Q 9y 0\ C^ •^ ^ pn — O ON — ON CM o B 00 B CM 00 r* o 00 Tt CM VO pn pn en ON r^ p* 00 CM — 5 Tt pn es vn P-- NO NO VO VO q — O ON VO Tt 00 3 oe> Tt q vq C/2 ^ ^ en fn fn 4j pn pn pn Tt pn pn pn pn pn PS pn pn •^ pn -B a ^ I * E "O i a. o c -^ .-g •c •" c ii g,>| •— Crt "• at O -B C« — t. e ** Ji - O C O ^ .S ^ "5• o w2i o °. o .S u et •- JJ .i^ C CA O 60 ^ O .c et u CO •- O (*• 0 3 73 E ^^ 0 « * 3 CA .5 . O « o u s 9> E "a c !2 etu ee ee •-• o et o ha O a ^ 60 o «W fM ^ ^ ^ C « ii «r0f £ I 1? UJ « « o o u ee 3 > O" iJ "^ >^ -J a £i. g E g < i< O. O. 4J

p^ pn pn p^ 00 \0 ON vq VO — ON 00 00 es q d VO es VO VO ON lO ON oo' NO es CM

CM Tt — CM Tt 00 ON 00 t^ 00 00 o p- ON NO NO Tt Tt — C^J — pn C>4

^ NO ON NO pn - — 00 ON Tt Tt ON 8. 6 es pn — es 5. 2 es 00 9. 1 CM d pn d c4

00 es VO p^ t^ Tt NO t^ r- 00 ON pn es ON — VO pn — pn es es pn pn

00 VO 00 p^ 00 pn pn NO NO 00 vq ON VO P-^ Tt 00* VO 00 pn p-^ oej VO pn r^ Tt VO -^ VO p>^ pn — — m c^ — pn — PS ^ pn pn es —

C/] 00 00 VO — > p^ 00 r«- PM VO Tt VO CM Tt CM Tt — 00 Tt VO p- Tt ON s 00 Tt 10 3

VO P-; oe) q P-. 00 VO VO pn p~- CM O 00 VO ON C-J O VO Tt r>* pn P^ VO p^ ON P^ es pn fn es pn pn pn Tt —^ 20 . 45 . CM en es es pn •^ ed c s VO es *o ON es Tt o ^ en ON VO pn pn ed — es ^ es Tt NO Tt NO ON P- O 00 p~- 14 1 11 5 cs OH w.

— p- P* ON P^ 00 vq pn p~- CM Tt ,^j ^S es — CM VO NO ON 00 O P>- Tt CM t-« CM Tt NO 00 NO* Tt en 1 15 . Tt pn VO pn CM CM — pn es pn — fn

— P- Tt VO Tt 00 VO ON p^ es ON — VO es VO — VO —< —" NO 00 m O 00 — VO Tt O

ON VO p- VO ON ON ON ON ON ON 29 3 29 6 29 8

30 1 CM 29 7 C>1 CM es c^ 30 3 29 3 30 3 29 5 30 3 B o o Tt es VO VO Tt 00 NO — 00 VO 00 00 P~ 00 en ON CM CM O 00 B Q 00 ON 3 -^ ^ *" "" ^" C/3 CO

00 pn pn VO pn Tt Tt NO 00 Tt - 00 Tt fn NO C>J ON 00 VO O pn O fn en pn Tt ^ Tt •^ Tt CM pn en ofn fn fn Tt pn

c o tA U tA C/3 sll S o > lA

CA § 5 4-) tA g 111 "5 tA (a C C 9 \ > ^ O (U > a tA tA E 6013 § > tA ' 60 13 O M C .c .S C .-3 C u C X O O -ft *- 2L .ts 3 S ^ I 1 I ^ v CO U C 3 CO CO — 82

- ^ pn

CI pn pn —

•s ^ NO

CI VO CM pn

ON ON VO CM VO

00 ON NO

VO — Nq

35 . 26 . pn

O •s Cl. 3 E CI o a ON

10 9 00 o ^ U .S CI 18 4 16 7 i 20 9

et O 30 1 25 3 30 3 30 2 .5 3 .6 8 .6 7 Q .7 6 CO

pn c^ pn pn Tt NO VO 00 pn

•.s c E •3 O O •-• *i c« O 5 3 J3 fe " ^ > ^ Ji § = a. O es 8 o 0 CO 3^ tA a > ^ "a^J -e d i^i £ o .o o '^ ex's. UJ pe o idl y B CA U (U < < •C -5 U* CO u u CO 83 summary.) Very important (M = 4.50 to 5.00) patronage motives included:

"friendly salespeople who initiate pleasant conversation," and "salespeople who allow customers to browse." Important patronage motives (M = 3.51 to 4.50) included:

"knowledgeable salespeople who can provide information about the items," "quality,"

"selection and variety," "uniqueness," "competitive prices," "items arranged selectively and neatly," "other items (besides souvenirs) carried in your store,"

"visual displays," "high pedestrian traffic area," and "location in or near tourist attraction." The scale mean was 3.83, indicating the retailer sample rated patronage motives important.

Identification of Tourist Groups and Retailer Groups

The data from two scales, Souvenir Merchandise (tourist sample) and

Merchandise Assortment Scale (retailer sample), were submitted to factor analysis using the Principal-Components Analysis available in SPSS for the purpose of identifying tourist souvenir consumer groups and souvenir retailer groups, respectively. The selection of the scales was due to their reference to souvenir merchandise. The scale items on both scales were identical. For each scale, factor analysis resulted in factors based upon eigenvalues of greater than 1.

Tourist Groups

A factor analysis of the Souvenir Merchandise Scale resulted in three groups of tourists: home-oriented, destination-oriented, and aesthetic-oriented. The 84 cumulative percentage for the analysis was 51.5%. Factor loadings are shown for each of the three factor groups in Table 4.13.

Retailer Groups

The results of factor analysis of the Merchandise Assortment Scale indicated four retailer groups: tourist-directed, artistic/cultural-directed, adornment-directed, and collection-directed. The cumulative percentage for the analysis was 61.3%.

Factor loadings are shown in Table 4.14.

Analysis of Research Ouestions

Seven research questions were proposed for the study. Data were statistically analyzed for application to the specific research questions of the study using the

Statistical Package for the Social Sciences (SPSS). The research questions were analyzed in the following ways:

1. Research Question 1: t-tests;

2. Research Question 2: t-tests;

3. Research Question 3: t-tests;

4. Research Question 4: ANOVA;

5. Research Question 5: descriptive;

6. Research Question 6: ANOVA;

7. Research Question 7: descriptive. 85

Table 4.13

Factor Loading: Souvenir Merchandise Scale Varimax Rotated Solutions

VARIABLES EIGENVALUES

Factor 1 - Home-oriented Tourists Books about the area, state, history or attractions .73446 Art .68289 Crafts .60735 Local foods (such as wild rice, jams) .53555 Collectibles .49502 Antiques .45235

Factor 2 - Destination-oriented Tourists Other mementos of the location or attraction (such as pens, bumper stickers, balloons, key chains) .79322 T-shirts, sweatshirts or other clothes with the name or picture of a location or attraction .65776 Postcards or booklets .62719 Toys .57489

Factor 3 - Aesthetic-oriented Tourists Other artistic or authentic clothing .72321 Fine jewelry or jewelry native to the region (such as black hills gold) .69708 Costume jewelry or accessories .68574 n = 398 86 Table 4.14

Factor Loading: Merchandise Assortment Scale Varimax Rotated Solutions

VARIABLES EIGENVALUES

Factor 1 - Tourist-directed Retailers Books about the area, state, history, or attractions .77755 Postcards or booklets .70435 Local foods (such as wild rice, jams) .68824 Other mementos of the location or attraction (such as pens, bumper stickers, balloons, key chains) .64101

Factor 2 - Artistic/Cultural-directed Retailers Art .74492 Fine jewelry or jewelry native to the region (such as black hills gold) .73435 Crafts .72180

Factor 3 - Adornment-directed Retailers Other artistic or authentic clothing .81845 T-shirts, sweatshirts or other clothes with the name or picture of a location or attraction .72846 Costume jewelry or accessories .61751

Factor 4 - Collection-directed Retailers Collectibles .71714 Toys .71184 Antiques .67953 n = 307 87

Research Question 1

Is there a difference between merchandise purchased by souvenir consumers

and merchandise sold by souvenir retailers?

Research Question 1 was analyzed using t-tests. Results of the t-tests are

shown in Table 4.15. There were significant differences between merchandise

purchased by souvenir consumers and merchandise sold by retailers in 9 of the 13

merchandise categories. All differences were evident at the .001 level of

significance. With the exception of "collectibles" and "toys," the tourist mean was

higher than the retailer mean indicating the merchandise categories were more

important to the tourists than the retailers.

Research Question 2

Is there a difference between souvenir consumers and souvenir retailers with

respect to souvenir merchandise selection factors?

Research Question 2 was analyzed using t-tests and results are shown in Table

4.16. There were differences in the importance of souvenir merchandise selection factors between souvenir consumers and retailers in 4 of the 18 selection factors.

"Item can be used," was significant at the .01 level. The remaining significant differences were evident at the .001 level.

Research Question 3

Is there a difference between souvenir consumers and souvenir retailers with

respect to retail patronage motives? 88

Table 4.15

Summary Table for Retailer and Tourist Merchandise Category t-tests

CATEGORY Retailer Retailer Tourist Tourist t-value (n = 307) (n = 398)

M SD M SD

Crafts 2.4932 1.528 3.1979 1.217 -6.48*** Antiques 1.7938 1.234 2.5257 1.287 -7.48*** T-Shirts, sweatshirts or other clothes with the name or picture of a location or attraction 2.8826 1.687 3.2760 1.295 -3.34*** Other artistic or authentic clothing 2.5171 1.468 2.8703 1.124 -3.40*** Costume jewelry or accessories 2.6389 1.461 2.6814 1.216 -.40

Fine jewelry or jewelry native to the region 2.4236 1.557 3.2139 1.263 -7.22*** Other mementos of the location or attraction 2.3048 1.421 2.4197 1.325 -1.07 Art 2.4913 1.451 3.0753 1.181 -5.56*** Local foods 1.6862 1.223 3.1505 1.208 -15.36*** Books about the area, state, history or attractions 2.2990 1.430 3.5000 1.043 -12.07***

Postcards or booklets 2.6928 1.609 3.5875 1.115 -8.14*** Collectibles 2.9254 1.521 2.9247 1.242 .01 Toys 2.2696 1.290 2.1610 1.168 1.15

** *E < .001 89

Table 4.16

Summary Table for Retailer and Tourist Merchandise Selection Factors t-tests

CATEGORY Retailer Retailer Tourist Tourist t-value (n = 307) (n = 398)

M SD M SD

Appealing design 4.3146 .899 4.2423 .885 1.06 Appealing colors 4.2791 .899 4.2376 .891 .60 Item can be worn 3.5646 1.264 3.6624 1.048 -1.08 Item can be used 3.6939 1.137 3.9098 .948 -2.64** Item can be displayed in the home 3.6780 1.152 3.7216 1.047 -.57

Has a name, motif, or design related to the place the tourist is visiting 3.6357 1.331 3.4413 1.235 1.94 Unique, one of a kind, or limited edition 3.5204 1.182 3.3799 1.163 1.54 A clever idea 3.5442 1.053 3.5627 1.045 -.23 Price 4.0273 .917 3.9713 1.004 .75 Easy to care for or clean 3.1207 1.169 3.4628 1.140 -3.79***

Made by a well-known craftsperson or artisan from the area 3.0205 1.247 3.3806 1.107 -3.90*** Workmanship is of high quality 3.9865 .962 4.2578 .817 -3.89*** New, innovative 3.5685 1.071 3.5079 .971 .76 Made in the state the tourist is visiting 3.464 1.238 3.5506 1.113 -.94 Humorous 2.8690 1.077 2.9062 1.131 -.43

Easy to pack and carry on a trip 3.8121 1.017 3.7147 1.139 1.18 Fits into a tourist's collection 3.4075 1.069 3.4661 1.236 -.66 A good gift 4.0369 .881 3.9003 1..024 1.88

E < .01** E < .001*** 90 Research Question 3 was analyzed using t-tests. Results of the t-tests are shown in Table 4.17. There were differences in the importance of retail patronage motives between souvenir consumers and souvenir retailers in 13 of the 18 categories.

Factors were significant at the .01 level, .05 level, and .001 level. The majority of patronage factor means were higher for the retailer sample indicating patronage motives were more important to retailers than tourists.

Research Question 4

Are there differences among souvenir consumer groups with regard to the

following: (a) merchandise selection factors, (b) information sources, (c)

souvenir shopping locations, (d) patronage motives, (e) reasons for travel, and

(f) travel activities?

Research Question 4 was analyzed using analysis of variance (ANOVA).

Results of the ANOVA comparing the three tourist groups are shown in Table 4.18.

The calculated F value between groups was 1.556 which was <3.15 resulting in the acceptance that the means are equal and there was no significant difference between groups. This finding indicates the three souvenir consumer groups were similar in characteristics used to select merchandise, the sources used in obtaining information, where they shopped for souvenirs, the characteristics used in selecting retail establishments and reasons for travel activities. 91

Table 4.17

Summary Table for Retailer and Tourist Patronage Motives t-tests

CATEGORY Retailer Retailer Tourist Tourist t-value (n = 307) (n = 398)

M SD M SD

Selection and variety 4.3322 .802 4.1799 .878 2.37* Competitive prices 4.1096 .904 4.2990 .882 -2.75** (Quality 4.3787 .746 4.5420 .658 -3.01** Uniqueness 4.1809 .814 4.1491 .930 .47 Special in-store events 2.6014 1.120 3.1376 1.052 -6.30***

Location near major highway 3.2308 1.352 3.2558 1.202 -2.5 Visual displays 3.9288 .968 3.6580 .960 3.62*** Reputation of craftsperson or artisan producers 3.0473 1.240 3.5289 1.103 -5.26*** High pedestrian traffic area 3.8243 1.180 2.9504 1.081 9.92*** Location in or near tourist attraction 3.5464 1.260 3.3255 1.093 2.38

Other items (besides souvenirs) carried in your store 4.0034 1.095 3.3099 1.079 8.25*** Store with modem appearance 3.1290 1.185 2.8609 1.142 4.99*** Items filling every space ~ tables, shelves tucked in nooks and crannies 3.2407 1.155 2.5859 1.078 7.54 *** Items in settings that show how they would be used 3.4558 1.079 3.4215 .943 .43 Items arranged selectively and neatly 4.0875 .881 3.8682 .824 3.32***

Knowledgeable salespeople who can ]provid e information about the items 4.4300 .766 4.2646 .777 2.80* Friendly salespeople who initiate pleasant conversation 4.6146 .677 4.1285 .910 8.04*** Salespeople who allow customers to browse 4.5215 .677 4.734 .720 .97

*E < .05 **2 < .01 ***2 < .001 92

Table 4.18

Summary ANOVA Table for Souvenir Tourist Groups Unequal Sample Sizes

Source of Variation Sum of Squares d.f. Mean Square F F.95

Total 41325 83

Between-means 1529 2 765 1.556 3.15

Within-samples 39796 81 491 93

Research Question 5

Do the following demographic characteristics differ among souvenir consumer

groups: (a) state(s) visited, (b) purpose of trip, (c) gender, (d) age, (e)

income, (f) education, and (g) home state?

Research Question 5 was analyzed using descriptive statistics. Data were reviewed and the highest percentage for each demographic characteristic was noted.

As shown in Table 4.19, differences in demographic characteristics of souvenir tourist groups were noted in states visited by tourists, age range, and gross family income.

The highest percentage (65.5%) of home-oriented tourists traveled to New Mexico.

Destination-oriented tourists (60.0%) traveled to Colorado, and Arizona was traveled to by the highest percentage of aesthetic-oriented tourists (64.5%).

Destination-oriented tourists differed from the other two groups in age range,

39.2% were 30-44 years of age. Home-oriented tourists (41.2%) and aesthetic- oriented tourists (42.0%) were most frequently 45-64 years of age. Destination- oriented tourists differed from the other two groups in gross family income, the highest percentage (25.0%) had an income of $30,000-$39,999. The income level of home-oriented tourists (27.9%) and aesthetic-oriented tourists (24.6%) was reported as $60,000 and above by the highest percentage. All other demographic data analyzed revealed no differences when the greater number per group was compared.

Research Question 6

Are there differences among souvenir retailer groups with regard to the

following: (a) merchandise selection factors, and (b) retail patronage motives? 94

a VO ^ t^ 00 — VO O Tt a o n ov r^ — o — — Ov Tt r4 — «^ m 00 ov VO r- VO (s Tt VO ON f^ /^ •c so NO VO Tt r~ Tt — — r- ri m ^ — •c o? O ^H — 00 r- ov fn 00 00 00 o r^ r^ m 00 o tN ai — Tt VO n < Ov 00 00 VO O VO (M — — s

C/3 o a a 00 VO en — »- m VO fn t^ VO — fn O VO ^ ^voovvovovd^ ovo ovvn — fn VO VO VO fn t^^-^ — vOfn fn^ — uri s a. u-ori ( o ON 6 H s o fS 5 VO VO — o Tt o o «s VO fn Tt r^ fn fn ^ T* K c fn 00 fn -* — — O C/5

tA •S E CA M O E c 00 ii c « C/3 •c a S^

C ii B ^ Cu o tA > es 2 2 c (A C1..2 00 .s 1^1 et c 3 ji t" "eS Ov^- ?-- ^ .£3 9 Q. QQ < < H O 00 O VO VO — m ^ vO i C ii a ii 00 O < 95

-2 a VO VO CS VO r^ Ov VO •^ cs t^ Tt NO r~ VO 00 en 00 VO •C i2 ^ •^ t^ Tt -- VO — •^ -^ vd — c5 d Ov fn Tt fn ^ fn ? CA —

s VO 00 VO o cs en VO Tt fn cs — — Ov O O Ov VO VO •c Tt vd fn VO -^ 00 d -- vd vd Ov cs Tt r-' cs — VO fn ? •c '- r4 cs cs — cs fn cs 9 I O CO H VO ON 00 fn 00 — r>- cs fn — r^ r- — Tt -^ VO VO VO .a CI — fn cs — cs (S VO cs — cs Q es fn Tt fn

•2 00 r-~ VO O 00 —< Ov VO VO O vO (S VO r- oo fn VO c i2 cs vd -- d 00 cs r^ O fn VO* cs Ov Ov — VO Tt

ii 19 . ^ fs — — cs — fn cs — 27 . "S •c CA CS cs 3 •c ? 9 c O o i H Bl VO —< Ov fn .— O VO O ^ fn Ov t^ Tt 00 t— 0\ Tt 00 U o — — m fn cs ^ cs VO fn ^ fn fn ^ ^ fn X ON

Tt" X) H

a 60 ji 'o U

et > 'S 2 >

Ov Ov Ov Ov ON ^J Ov Ov ON Ov Ov Sj s Ov Ov^ ON^ Ov_ Ov^ Ov^ O JU 60 60 O^ Ov' Ov' Ov' Ov' Ov' .2 ,-. ii ii C *^ — CS m Tt VO * ^::J = f^ j3 o I *^ p p p o o S •9 I - 'tA o ii _ "5 g 2 2 § >% tA a (A c '^

a a o rizona e w M gdi — (sicnTtvovo entl y R olorad c II *^ *^ *^ V* «^ V»^ -i CO U c^ < t < U Z 2 9 o o 00 u. (A M o (A u a 2 60 a o c/3 O 96 Research Question 6 was analyzed by using analysis of variance (ANOVA).

Results of ANOVA, comparing the four retailer groups are shown in Table 4.20.

The calculated F value between groups was 1.245 (<2.76) resulting in the acceptance that the means are equal and there was no significant difference between groups.

This finding indicates the four souvenir retailer groups were similar in characteristics used to determine merchandise selection and elements of the retail environment.

Research Question 7

Do the following demographic characteristics differ among souvenir retailer

groups: (a) state(s) in which located, (b) merchandise price range, (c) 1992

sales volume, (d) type of ownership, (e) cultural heritage, (f) gender, (g)

percentage of tourist customers, and (h) percentage of sales generated from

tourists?

Research Question 7 was analyzed using descriptive statistics shown in Table

4.21. Using the four retailer groups identified, demographic characteristics were reviewed for differences among the groups. Tourist-directed retailers were most often

(45.6%) corporation in type of ownership, where as, all other retailer groups were sole ownership. The highest percentage of artistic/cultural-directed retailers (27.8%) considered 51-75% of the people purchasing items from their stores to be tourists.

All other retailers groups considered 0-25 % of the people making purchases to be tourists. The remaining demographic characteristics showed no visible differences when highest percentages were compared. 97

Table 4.20

Summary ANOVA Table for Souvenir Retailer Groups Unequal Sample Sizes

Source of Variation Sum of Squares d.f. Mean Square F F.95

Total 365760 65

Between-means 20778 3 6926 1.245 2.76

Within-samples 344982 62 5564 98

"B ? Tt fn 00 VO 00 r^ VO Ov VO r- VO 00 \o 00 m o O u cs Tt Ov 00 Tt es cs 00* r^ VO 00 es vd Tt Tt — ON y eV 00 — VO Tt — fn

§ ta i OC lect i Ov t^ — Ov VO VO fn fn 00 VO Ov fn r- f^ VO — — "o CS Tt CS 00 -* Tt — Tt U r«-

c/3 o (/i O Ov O 00 O en r^ O fn fn r- fn fn o r- r-- o fn VO rn Ov d 00 -^ VO fn 00* -^ fn 00* VO —' —* VO •c cs Tt es — t^ — Tt — — — VO — es 0^

Tt 00 •^ VO VO r^ t^ t^ 00 —« r~ cs VO fn r^ — VO U — cs — Tt es — fn J5 S O o Tt VO r>- VO r- NO Tt O Ov Ov Tt Tt 00 Ov VO 00 E Tt Ov VO* fn* Ov* vd — — VO fn r-' Tt fn cs Q VO C/} |l a. 9 U 3 U Oi Bl 00 cs r^ t-- O VO Tt VO VO r« CS — — fn o r^ es a — VO fn — es Tt" o -« fn — Tt — < H 1 OC VO Ov o o Ov q — r- q fn 00 00 VO — VO o VO c fn Tt Tt 00 VO vd VO 00 cs VO en vd r^ d d d 3> Tt VO Tt Tt

O ;t-d i tai l tf3 4)

xC>«

B 3 C/3 O Ov Ov Ov .a O Ov Ov Ov » Ov^ Ov^ O^ ii tA § © Tt Ov' Tt Q .. — r~ Tt es Q O *e^ 4^ V» V» O T3 B 2 O O O O VO* B ii O

ar e ii xic o ii "^ a c. a D.*^ (A 0 a •o 9 9 9 9 F. "S 5 t'! .— 2 et 2 !/5 > •w* -99 S OZU 2 H a § o 0) i ° p 1 B. VO O VO VO «5 ines : 1^olo r %1 ?„.£?3 (A 73 r^ VO es — «J o i^ > ,'-< < U Z X 5 .3 4^ %e^ *^ v^ -J 00 OL. 2 C9O 60 M c/3 ii o es § •c Ov ii V35 a. ON o 99

S q ov ON q Tt VO Tt VO es VO r-^ VO cs 00 ^ Ov d cs Tt Tt 00 es en d fn •C i2 ^ es — es Tt ? .2 "^ ^ "* ON VO Tt cs — cs fn •2 § ?^ es es Tt VO VO — Tt Tt es VO =3 Bl O CS CS — VO cs — cs es VO "t es — es Tt O Ov U

"S q CS es q Tt Tt q q VO 00 o fn ON S i2 ^ d fn cs d en fn vd vd 00 en cs •^ 00 -^ VO •c Ov VO fn — — cs Tt ? (A — — cs Tt •c

V3 Bl o cs cs o r^ ON cs O — Tt VO Ov —* en 00 0) fn es — — CS VO

S o 00 cs o q en r^ O 00 00 ^ O '^ 00 00 fn vd en VO r^ d vd VO vd d t^ •c V3 1:^ d cs Tt d cs fS cs es cs cs es es ? Ov VO Tt •8 B 3 O c C 9 •S O c B ^ O CS fn O VO o — 00 O VO Ov 00 Ov VO O o '•^ Bl ^ fn U ii VO Q

Tt"

I "S O fn VO 00 r-^ Tt VO — 00 00 fn — 00 VO VO d VO fn -- r-^ -^ 00 00 VO cs fn oo VO r- 00 75 feS CS — cs en cs — — fn § 00 VO en •c •c ? § a H O fn cs — O VO es \0 ON fn Ov VO ON O cs o4^ Bl fn cs — — cs PC VO i2 75 •c

o f •c

l ii

J3 p B •c.i § B ^ p V B O SI p 4J 2 60 <. V v* o H

Using factor analysis, three souvenir tourist groups were identified from the

Souvenir Merchandise Scale as home-oriented tourists, destination-oriented tourists, and aesthetic-oriented tourists. Four souvenir retailer groups were identified from the

Merchandise Assortment Scale as tourist-directed retailers, artistic/cultural-directed retailers, adornment-directed retailers, and collections-directed retailers.

Seven research questions were designed for the study and tested by a variety of statistical methods. A significant difference between merchandise purchased by souvenir consumers and merchandise sold by retailers was identified in Research

Question 1. The findings also indicated merchandise categories were more important to the tourist than the retailer. A difference in 4 of the 18 merchandise selection factors was identified between souvenir consumers and retailers in Research

Question 2. A difference in the importance of retail patronage motives between souvenir consumers and retailers was identified in Research Question 3. The findings also indicated retail patronage motives were more important to retailers than tourists.

Using Analysis of Variance (ANOVA) for Research Question 4, the data did not show significant differences among the three souvenir tourist groups. Differences in demographic characteristics. Research Question 5, were noted for states traveled to, age, and income level.

With regard to Research Question 6, the data did not show significant differences among the four souvenir retailer groups when ANOVA applications were calculated. Differences in demographic characteristics of the four souvenir retailer 101 groups were identified as type of ownership and percentage of people who made purchases who were tourists in Research Question 7. CHAPTER V

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Souvenirs are economically important to retail businesses located at or near

tourism destinations as a way for tourists to remember the vacation experience. A

review of tourism literature had predicted individuals would behave differently during

leisure periods than during work time, and souvenirs would be used to remember the

leisure state. The literature related to souvenir phenomena revealed little research had

been conducted to identify shopper behavior in the leisure state or retailer techniques

to attract the leisure shopper.

The problem addressed by this research was to explore Southwestem United

States' souvenir consumers and retailers to determine the extent to which current

retailers were meeting the needs of souvenir consumers. By understanding the

relationship between tourists and retailers, businesses in tourist communities may

increase economic activity as host communities. Additionally, retailers who are able

to identify tourist needs may be able to gain a competitive advantage over their

competitors.

Summary of the Study

The purposes of this study were to determine shopping orientations of tourists in the Southwest using souvenir purchase behavior as a base measurement and assess

Southwestem retailers' knowledge of tourists visiting the Southwest. Tourist shopping segments were identified using souvenir merchandise purchases, souvenir

102 103 merchandise selection factors, souvenir information sources, souvenir shopping locations, retail patronage motives, reasons for travel, travel activities, and demographic characteristics. In order to determine retailers' awareness of tourists' buying behavior, differences in souvenir merchandise offered and purchased, souvenir merchandise selection factors, and retail patronage motives were compared. Tourists who visited Arizona, Colorado, New Mexico, and Utah, and retailers, in operation in

Arizona, Colorado, New Mexico, and Utah, between July 1, 1992, and June 30,

1993, were sampled. Two survey instruments, one directed at tourists, and one directed at retailers, were distributed. Tourist survey instruments elicited information from survey respondents conceming demographic information, souvenir merchandise, merchandise selection factors, information sources, souvenir shopping locations, patronage motives, reasons for travel and travel activities. Retailer instruments elicited information from survey respondents conceming demographic information, merchandise assortment, merchandise selection factors, and patronage motives.

A pilot study of each instrument was conducted prior to the distribution of the questionnaires. Minor modifications were made to the survey instmments as a result of the pilot study and the questionnaires were distributed to potential survey participants using the Dillman (1978) method for mail surveys. After three mailings,

398 usable tourist questionnaires and 307 usable retailer questionnaires were received.

A variety of statistical procedures were employed to analyze the data.

Cronbach's alpha reliability coefficients were calculated for scale consistency and 104 intemal reliability. Frequency distributions, t-tests, and analysis of variance were used as statistical methods.

Findings

Based upon the analyses of the data, the findings may be summarized in the following manner:

1. The Tourist Souvenir Merchandise Scale had intemal validity of a = .79.

This would indicate that the Souvenir Merchandise Categories Scale is a

dependable instmment that can be used to measure strength of souvenir

merchandise classifications in early research.

2. The Retailer Souvenir Merchandise Assortment Scale had intemal validity of

a = .75. This would indicate that the Souvenir Merchandise Assortment

Scale is a dependable instmment that can be used to measure the strength of

souvenir merchandise classifications in early research.

3. Differences in the merchandise purchased by souvenir consumers and

merchandise sold by retailers were evident.

4. The majority of merchandise categories were more important to tourists than

retailers.

5. The following product categories were determined to be more important to

tourists than retailers:

(a) crafts,

(b) antiques. 105

(c) T-shirts, sweatshirts or other clothes with the name or picture of a

location or attraction,

(d) other artistic or authentic clothing,

(e) fine jewelry or jewelry native to the region,

(f) art,

(g) local foods,

(h) books about the area, state, history or attractions, and

(i) postcards or booklets.

6. The Tourist Merchandise Selection Factors Scale had intemal validity of

a = .87. The Retailer Merchandise Selection Factors Scale had intemal

validity of a = .85. This would indicate that the Merchandise Selection

Factor Scale is a dependable instmment that can be used to measure

merchandise selection characteristics.

7. Differences in the importance of souvenir merchandise selection factors

between souvenir consumers and souvenir retailers were apparent.

8. Tourists and retailers agreed in the importance of the majority of merchandise

selection factors.

9. Less differences were evident between tourists and retailers with regard to

merchandise selection factors than merchandise assortment or retail patronage

motives.

10. The following merchandise selection factors were determined to be more

important to tourists than retailers: 106

(a) item can be used,

(b) easy to care for and clean,

(c) made by a well-known craftsperson or artisan from the area, and

(d) workmanship is of high quality.

11. The Tourist Patronage Motives Scale had intemal validity of a = .87. The

Retailer Patronage Motives Scale had intemal validity of a = .85. This would

indicate that the Patronage Motives Scale would be a dependable instmment to

measure motives for shopping at specific retail environments.

12. Differences in the importance of retail patronage motives between souvenir

consumers and retailers were evident.

13. The majority of patronage motives were more important to retailers than

tourists.

14. The following retail patronage motives were determined to be more important

to retailers than tourists:

(a) selection and variety,

(b) competitive prices,

(c) quality,

(d) special in-store events,

(e) visual displays,

(f) reputation of craftsperson or artisan producers,

(g) high pedestrian traffic area,

(h) other items (besides souvenirs) carried in store, 107 (i) store with modem appearance,

(j) items filling every space - tables, shelves tucked in nooks and

crannies,

(k) items arranged selectively and neatly,

(1) knowledgeable salespeople who can provide information about the

items, and

(m) friendly salespeople who initiate pleasant conversation.

15. The Tourist Information Sources Scale had intemal validity of a = .86. this

would indicate that the Information Sources Scale would be a dependable

instmment to measure information choices.

16. The Tourist Souvenir Shopping Locations Scale had intemal validity of

Of = .85. This would indicate that the Souvenir Shopping Locations Scale

would be a dependable instmment to measure shopping location choices.

17. The Tourist Reasons for Travel Scale had intemal validity of a = .86. This

would indicate that the Tourist Reasons for Travel Scale would be a

dependable instmment to measure tourists reasons for travel.

18. The Tourist Travel Activities Scale had intemal validity of a = .85. This

would indicate that the Travel Activities Scale would be a dependable

instmment the measure activities of tourists while they are on vacation.

19. Factor analysis of responses to the Tourist Souvenir Merchandise Scale

resulted in three tourist groupings: home-oriented, destination-oriented, and

aesthetic-oriented. 108 20. The profile characteristics of the three groupings of the tourist sample were

not significantly different.

21. The largest percentages of the tourist respondents had the following

demographic profile: (a) female (63.1%), (b) 45-64 years in age (42.2%), (c)

$60,000 and above gross family income (23.1%), (d) 1-3 years technical,

vocational, or college education (34.9%), (e) currently reside in New Mexico

(27.6%), (f) most often visited Arizona (62.6%), and (g) vacationed as the

purpose for their trip (74.1%).

22. Factor analysis of data generated by the Merchandise Assortment Scale

resulted in four retailer groupings: tourist-directed, artistic/cultural-directed,

adomment-directed, and collection-directed.

23. The profile characteristics of the four groupings of the retailer sample were not

significantly different.

24. The largest percentages of the retailer respondents had the following

demographic profile: (a) female (53.1%), (b) white (85.7%), (c) sole owners

of the business (49.2%), (d) moderately priced merchandise (75.2%), (e) more

than $100,0(X) in 1992 sales volume percentage, (f) 0-25% people who made

purchases were tourists percentage, and (g) 0-25 % of annual gross sales were

made from tourists (51.5%). 109 Interpretation of the Results

Tourist Sample and Retailer Sample Differences

Souvenirs are universally associated with tourism as a commercially produced and purchased item to remind the tourist of an experience. The right merchandise mix offered by retailers must be tangible articles which satisfy the intangible images of sacred experiences remembered by tourists. Psyarchik (1989) concluded that tourism retailers had conducted minimal market research to determine the wants and needs of tourists, and, therefore the development of appropriate merchandise assortments was difficult and may or may not be profitable. Results of the present study indicate a difference in the merchandise purchased by souvenir consumers and merchandise sold by retailers. The results demonstrate by example Psyarchik's concems for systematically creating a profitable merchandise mix which will match retailer offerings to consumer needs and wants.

Results further indicate the majority of merchandise categories are more important to tourists than retailers. The review of literature provided a framework for examining the meanings souvenirs have to the possessor and the importance tourists place on purchasing a souvenir to remember an experience. It would seem reasonable that tourists would place more importance on the merchandise categories than would souvenir retailers.

Gordon's (1986) souvenir typology specified Pictorial Images as the most common type of contemporary souvenir. Pictorial images included postcards "the

'universal souvenir'" (p. 140), and illustrated books. Pictorial image souvenirs. no postcards or booklets; and books about the area, state history or attractions, were determined by tourists to be the two most important merchandise categories in the present study.

Characteristics or components of a merchandise item that influence a customers decision to purchase or forgo the item are considered selection factors.

Standardized lists of selection factors are based on market research of individuals in an ordinary environment. Results of the present study suggest the following selection factors to be important characteristics to tourists in a nonordinary environment: "item can be used," "easy to care for or clean," "made by a well-known craftsperson or artisan from the area," and "workmanship is of high quality." These same selection factors were not considered important by their retail counterparts. The four merchandise selection factors considered important to tourists in the present study were also considered important to respondents in the study by Littrell et al. (1990) in which four tourism styles were isolated. Ethnic, Arts, and People-Oriented Tourists identified "workmanship of the item" and "made by a well-known producer" to be important merchandise selection factors. History and Parks-Oriented Tourists identified functional characteristics as important, and Urban Entertainment-Oriented

Tourists, the group most likely to purchase apparel items, considered cleaning and care of the item essential.

The rational used by consumers to determine at which store to shop are considered patronage motives. Differences in the importance of retail patronage motives between souvenir consumers and souvenir retailers were evident in the Ill present study. Retailers considered characteristics of the sales personnel,

"knowledgeable salespeople who can provide information about the items," "friendly salespeople who initiate pleasant conversation," and "salespeople who allow customers to browse," to be the three most important factors in the retail environment. Tourists considered the ability of salespeople to allow customers to browse as the most important characteristic but also considered the quality of the merchandise available in the retail environment to be very important. Results of the present study confirm

Mcintosh and Goeldner (1990) suggestions that tourists are more willing to spend money on souvenirs if the salespeople are courteous and do not pressure the consumer.

Additionally, retailer respondents considered retail patronage motives to be more important than tourist respondents. Tourists who purchase souvenirs are doing so to remember their travel experience and consequently place a high value on the souvenir item and characteristics of the souvenir. In contrast, retailers who want to attract consumers place a high value on the retail environment to create a positive shopping environment. It would seem reasonable that retailers would place more importance on the retail patronage motives than would souvenir consumers. The present results indicate that souvenir retailers have taken notice of the importance of store image as pioneered by Berry (1969).

The present study compared responses from tourist consumers to responses from souvenir retailers about tourist consumers. Results indicated that what retailers perceived as important to tourists was in reality not what tourists thought to be 112 important. These results are similar to those of Witter (1985) who concluded retailers were not a good source to determine what attributes were important to tourists during a nonordinary experience.

Souvenir Consumer Groups

Results of the current study segmented the tourist sample into three groupings: home-oriented tourist, destination-oriented tourist, and aesthetic-oriented tourist.

Home-oriented tourists were more likely to purchase items to be used or displayed in the home including: books about the area, state, history or attractions; art; crafts; local foods (such as wild rice, jams); collectibles; and, antiques. Destination-oriented tourists were more likely to purchase items which symbolized the vacation destination through a visible name, motif, or design on the product. Items included: other mementos of the location or attraction (such as pens, bumper stickers, balloons, key chains); T-shirts, sweatshirts or other clothes with the name or picture of a location or attraction; postcards or booklets; and toys. Aesthetic-oriented tourists were most likely to purchase items to adom the body in an aesthetic manner. Items included: other artistic or authentic clothing, fine jewelry or jewelry native to the region (such as Black Hills gold), and, costume jewelry or accessories.

Portions of the three groupings identified in the present study duplicate the findings of other typologies suggested in the review of literature. Based on evaluation of craft merchandise descriptors, Littrell et al. (1990) isolated four tourism styles: ethnic, arts, and people style; history and parks style; urban entertainment style; and active outdoor style. Descriptions of the tourism styles suggested tourists were 113 classified according to activities and experiences. Home-oriented tourists, identified in the present study, although not identical, are similar to the ethnic, arts, and people- oriented tourists identified by Littrell et al. (1990). Similar characteristics include: purchase of items to use in the home, local foods, antiques, and books about the area.

In the present study, destination-oriented tourists are similar in purchasing behavior to

Littrell's et al. (1990) urban entertainment-oriented tourist. Purchases of items which represent the destination of the traveler were evident in both groups including: T-

shirts, bumper stickers, and other mementos with the name of the destination printed on the item. Gordon (1986) refers to souvenirs which are inscribed with words which

locate the souvenir in time and place as markers. Markers become "memory-triggers,

filled with associations" (p. 142) from the travel experience. Tourist styles in the present study were classified according to merchandise assortment purchases. The aesthetic oriented-tourists of the present study extended across the activities and experiences of the Littrell et al. (1990) tourism styles and did not resemble any one particular tourism style identified by Littrell et al. (1990).

The profile characteristics of the three groupings were not significantly different from one another in the present study. Many of the respondent characteristics used to identify differences in the Littrell et al. (1990) tourism styles were evident as important characteristics to all three tourist styles proposed in the present study. Merchandise selection factors related to aesthetic criteria of appealing design, color, and workmanship of high quality were important to all tourist consumers, in addition to price, usability of the item, and appropriateness of the item 114 as a gift. Characteristics of the retail environment including quality and price perceptions, selection and variety of merchandise, product criteria that the items be unique, and salespeople attributes were important to all tourist consumers.

The distinguishing characteristic of a tourist is the nonordinary mind set of the individuals as they travel from home. The tourist "seeks various psychic and physical experiences and satisfactions" (Mcintosh & Goeldner, 1990, p. 4), the nature of which will largely be determined by motivations for travel and travel activities.

Souvenir consumers in the present study considered seeing spectacular scenery to be the most important reason for traveling. This finding substantiates Goodrich's (1977) finding that scenic beauty was the most important tourist-attracting attribute of tourist locations.

Souvenir consumers considered visiting exciting places they had never been, escaping daily routine, and doing things with family or traveling companions to be important reasons for travel. Souvenir consumers in the present study were influenced by cultural and interpersonal motivators as defined by Mcintosh and

Goeldner (1990). Mcintosh and Goeldner (1990) considered the desire to know about other areas to be a cultural motivator. Visiting family or friends and escaping from daily routine were considered interpersonal motivators.

The most popular travel activities for souvenir consumers in the present study included visiting state or national parks and taking photographs. For tourists, photographs become tangible frozen-in-time reminders, "concretizing their travel experience" (Gordon, 1986, p. 140). 115 Consumers have many different sources available from which to find information about products. Results from the current study found directory or map of locations and events to be the most important information source for respondents.

Tour leaders were considered the most unimportant information source by respondents. Destination-oriented tourists in the present study considered tourist brochures or state travel packets to be important information sources confirming results by Kean (1991). Results reporting newspapers advertisements and travel magazines to be the most important information source by Jao, Thomas, and Javalgi

(1992) were not confirmed in the present study.

The profile characteristics of the three souvenir consumer groupings were not significantly different from one another in the present study. Mason and Mayor

(1984) proposed that men are taking on more of the shopping roles once reserved for women. In the present study almost two-thirds of the respondents were female.

Littrell, Reilly, and Stout (1992) found similar results, 92% of their sample was female. Results indicated women more then men still purchase a larger majority of souvenir goods when on vacation. Mason and Mayor (1984) also proposed the population of consumers is aging. Davis (1986) found the largest proportion of respondents to be 35-64 years old. Results of the present study indicated that the largest proportion of souvenir consumers to be between the ages of 45-65 years.

Several respondents in the 18-29 age category wrote that their income level did not allow them to purchase souvenirs. Several respondents of the 65 and above age 116 category wrote that they no longer purchased souvenirs and therefore did not shop when traveling.

Mason and Mayor (1984) proposed that the highest and lowest income segments in society were increasing while middle-class income segments were diminishing. The majority of respondents in the current study had a gross family income of $60,000 or more implying that the higher income segment purchases souvenirs. Results of the present study are similar to Davis (1986) in which 35% of the respondents had some college education.

Souvenir Retailer Groups

Results of the current study segmented the retailer sample into four groupings: tourist-directed retailers, artistic/cultural-directed retailers, adomment-directed retailers, and collection-directed retailers. Tourist-directed retailers marketed items essentially at the tourist market representing the tourist site including: books about the area, state, history or attractions; postcards or booklets; local foods (such as wild rice, jams); and other mementos of the location or attraction (such as pens, bumper stickers, balloons, key chains). Artistic/cultural-directed retailers marketed specialty items of an artistic or cultural nature including art, fine jewelry, and crafts.

Adomment-directed retailers marketed items to adom the body including: other artistic or authentic clothing; T-shirts, sweatshirts or other clothes with the name or picture of a location or attraction; and costume jewelry or accessories. Collection- directed retailers marketed highly specialized items with appeal because of their collective value including collectibles and antiques. 117 The profile characteristics of the four groupings were not significantly different in the present study. Solomon (1986) reported that most small businesses are privately owned mom-and-pop shops or small corporations. The present study found the largest number of respondents to be sole owners. Solomon (1986) also suggested that small businesses cannot dictate price. Most souvenir retailers in the present study sold moderately priced merchandise. The retailers did not take a leadership role in lowering or raising price points of merchandise. Results of the present study implied 11.9% of the businesses to be minority-owned, slightly less than

Solomon's (1986) report. The researcher underestimated the annual sales volume of souvenir retailers in the current study. The majority of the retailers in the present study had an annual sales volume of over $100,000.

Conclusions and Implications

Based upon the analyses of data and interpretations of the findings, the following conclusions and implications appear appropriate:

1. The scales used on the tourist questionnaire were dependable instmments to

measure tourist shopping orientations based on intemal validity statistical

evaluation.

2. The results of the analysis of variance among the three souvenir consumer

groups in this study were similar to one another in shopping orientations and

demographic characteristics. This would imply that the findings could be used

to confirm the existence of a distinct tourist consumer market segment. 118 3. The scales used on the retailer questionnaire were dependable instmments to

measure retailer merchandising strategies based on intemal validity statistical

evaluation.

4. The results of the analysis of variance among the four souvenir retailer groups

in this study were similar to one another in marketing approaches and

demographic characteristics. This would imply that the findings could be used

to confirm the existence of a distinct souvenir retailer segment.

5. The review of literature indicated shopping behavior of individuals in a leisure

state was different than shopping behavior of individuals in a work state.

Findings in this study, indicating that differences are evident between tourists

and retailers, would imply that shopping behavior differences between the

leisure state and the work state exist.

6. The evidence from this study, indicating differences exist between retailers and

tourists, would imply retailers of souvenir goods were not meeting the needs

of their target market. Several possible retail strategies are suggested for

retailers to more closely meet the needs of their target market.

(a) diversify product offerings beyond curio type items regularly

considered souvenirs;

(b) place more emphasis on crafts, antiques, T-shirts and apparel, fine

jewelry, art, local foods, books, and postcards when determining

inventory; 119 (c) place more emphasis on items which can be used, items that are easy to

care for and clean, items made by well-known artisans, and high

quality merchandise when determining inventory,

(d) specialize within the market.

7. Findings from this study indicated tourists considered quality of the

merchandise to be an important selection factor, more important than

comparative prices. This would imply that retailers could sell merchandise of

exceptional quality at higher price points.

8. Findings from this study indicated tourists considered mannerisms and

intelligence of the retail sales personnel to be very important. This would

imply that retailers should seek to find competent sales personnel and

compensate them accordingly to assure loyalty.

9. Demographic results of the tourist sample would indicate that retailers should

target an older, educated, financially well-off target market.

10. Results indicated retailers underestimate the number of, and potential income

from tourists. This would imply that institutions and organizations which

inform and educate retailers (small business institutes, Main Street

organizations. Chambers of Commerce, and others) should emphasize the

importance of the tourist customer to their constituents.

Recommendations for Further Study

The following are suggestions for further research related to results of this study of souvenir consumers and souvenir retailers in the Southwest: 120 1. Further explore the Tourist Consumer Market Segment to refine shopping

orientations.

2. Further explore the Souvenir Retailer Segment to refine marketing approaches.

3. Further explore the Souvenir Retailer Segment to determine if target offerings,

locations, and/or promotional efforts are meeting the needs of the identified

tourist consumer market segment.

4. In the present study, data were collected from the tourist sample after they had

retumed from the nonordinary environment to the ordinary environment.

Methods could be developed to elicit responses from tourists while they are in

the nonordinary environment.

5. Collect data from tourists and retailers at the point of purchase to validate or

refute the present study findings.

6. In the present study, some retailer participants responded that they did not sell

souvenir items although the name of their business implied that they did sell

souvenirs. Methods could be developed to elicit responses from retailers

regardless of their opinion of their merchandise selection.

7. Using the leisure tourist classifications established by Smith (1977), collect

data to determine if characteristics of merchandise or characteristics of retail

environments differ based on the leisure classification of the tourist. 121

8. Using Gordon's (1986) typology of souvenirs, inventory souvenir merchandise

to determine which type of souvenirs (a) generate highest number of sales, (b)

generate greatest gross volume, (c) consume most physical space, and other

characteristics.

9. Using qualitative research methods, determine why specific souvenirs have

meaning to their owner and use this information to create selling techniques

for use in retail environments.

10. Collect data based on expenditures and determine the economic impact of each

type of souvenir classifications in the Gordon (1986) typology.

11. Repeat the study in a different geographical location.

12. Each segment of the study, as determined by the scales used, has the potential

to be studied independently of the whole. For example: information sources

or shopping locations have the potential to be studied independently from

other shopping characteristics.

13. Use souvenirs and/or souvenir retailing as a subject matter in which

quantitative and qualitative research methods are collaboratively used.

Souvenir Phenomena

Souvenirs and souvenir retailing is for the most part an untapped field of research. This researcher intended to stimulate in the minds of researchers and retailers the marketing potential of souvenirs. Gordon (1984) made the conclusion that the souvenirs she studied (whimsies) were considered kitsch and therefore devalued. A similar experience was evident in the present study. Several retailer 122 respondents sent back the questionnaire saying they did not sell souvenir products, although the name of their business implied that they did sell memento, gift type items. Additionally, the majority of retailers who did respond in the current study

stated that 0-25% people who made purchases at their stores were tourists, and 0-25%

of their annual gross sales were made from tourists. This researcher is of the opinion

that the generic, stereotypical meaning of souvenir, that of a curio-type item of little

value and shoddy workmanship, influenced these retailers to say they did not sell

souvenirs. Similarly, several consumer respondents sent back questionnaires with

lettering across the front stating they did not buy souvenirs. Therefore, if retailers

and consumers were to more broadly define souvenir as an item purchased because of

the value it has in remembering a special time, a nonordinary experience, the

souvenir item would not be considered in such a negative manner. BIBLIOGRAPHY

Aldenberfer, M. S., & Blashfield, R. K. (1991). Cluster Analvsis. London: Sage Publications.

Belk, R. W. (1990). The role of possessions in constmcting and maintaining a sense of past. Advances in Consumer Research. 17, 669-676.

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research. 15, 139-168.

Bellenger, D., & Korgaonkar, P. (1980). Profiling the recreational shopper, Joumal of Retailing. ^, 77-92.

Berry, L. (1969). The components of department store image: A theoretical and empirical analysis, Joumal of Retailing. 4^(1), 3-20.

Blundell, V. (1993). Aboriginal empowerment and souvenir trade in Canada, Annals of Tourism Research. 20, 64-87.

Cohen, E. (1979). A phenomenology of tourist experiences. Sociology. 13, 179-201.

Davis, B. (1986). Ouantitative applications in tourism market segmentation: Traverse City. Michigan. Unpublished doctoral dissertation, Michigan State University.

Davis, B., Pysarchik, D., Stemquist, B., & Chappelle, D. (1987). A profile of tourism-dependent and non-tourism-dependent retailers (Report No. 484). East Lansing: Michigan State University Agricultural Experiment Station.

Davis, B. D., & Stemquist, B. (1987). Appealing to the elusive tourist: An attitude cluster strategy, Joumal of Travel Research. 25(4), 25-31.

Deitch, L. I. (1977). The impact of tourism upon the arts and crafts of the Indians of the Southwestem United States. In V. L. Smith (Ed.). Host and guests: The anthropology of tourism (pp. 173-184). Philadelphia: University of Pennsylvania.

Dillman, D. A. (1978). Mail and telephone surveys: Total design method. New York: John Wiley.

Eadington, W., & Redman, M. (1991). Economics and tourism. Annals of Tourism Research. IS, 41-56.

123 124 Executive Office of the President, Office of Management and Budget. (1987). Standard industrial classification manual. Springfield, VA: National Technical Information Service. (NTIS No. PB 87-100012).

Gay, L. R. (1992). Educational research. New York: Macmillan.

Goodrich, J. (1977). Differences in perceived similarity of tourist regions: A spacial analysis, Joumal of Travel Research. 16(1), 10-13.

Gordon, B. (1984). The Niagara Falls whimsey: The object as a symbol of cultural interface. Unpublished doctoral dissertation. The University of Wisconsin- Madison.

Gordon, B. (1986). The souvenir: Messenger of the extraordinary, Joumal of Popular Culture. 20(3), 135-146.

Gordon, B. (1993, March). Personal communication, University of Wisconsin, Madison, 53706.

Grabum, N. H. H. (1976). Ethnic and tourist arts: Cultural expressions from the fourth world. Berkeley: University of Califomia.

Grabum, N. H. H. (1978). I like things to look more different than that stuff did: An experiment in cross-cultural art appreciation. In M. Greenhalgh & V. Megaw (Eds.). Art in society: Studies in style, culture and aesthetics (51-69). London: Gerald Duckworth.

Grabum, N. H. H. (1977). Tourism: The sacred joumey. In V. L. Smith (Ed.). Host and guests: The anthropology of tourism (pp. 17-31). Philadelphia: University of Pennsylvania Press.

Grabum, N. H. H. (1984). The evolution of tourist arts. Annals of Tourism Research. 14, 393-419.

Grosh, A. (1990). Retail Management. Chicago: Dryden.

Hagemann, R. P. (1981). The determinants of household vacation travel: Some empirical evidence. Applied Economics. 13(2), 225-234.

Hart. B., & Pysarchik, D. (1989). Business planning: A comparison of retailers in tourism-dependent and nontourism-dependent locations. In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami. 125 Iso-Ahola, S.E. (1982). Towards a social psychological theory of tourism motivation: A Rejoinder, Annals of Tourism Research, ^(2), 256-262.

Iso-Ahola, S.E. (1989). Motivation for Leisure. In E.L. Jackson & T.L. Burton (Eds.). Mapping the Past. Charting the Future. (247-279). New York: Venture Publishing.

Jansen-Verbeke, M. (1990). Leisure + shopping = tourism product mix. In G. Ashworth & B. Goodall (Eds.), Marketing tourism places (pp. 128-137). New York: Routledge.

Jansen-Verbeke, M. (1991). Leisure shopping, Tourism Management. 12(1), 9-14.

Jolson, M., & Spath, W. (1973). Understanding and fulfilling shoppers' requirements: An anomaly in retailing?, Joumal of Retailing. 49(2), 38-50.

Kean, R. (1993, March). Personal communication. University of Nebraska, Lincoln, 68583-0802.

Kean, R., Littrell, M., Baizerman, S., Maupin, W., Niemeyer, S., Reilly, R., Stout, J., & Gahring, S. (1991). Tourism and craft marketing: Assessing the tourist industry system. In 1991 Proceedings of the Intemational Textiles and Apparel Association (p. 155). Monument, CO: Intemational Textile and Apparel Association.

Kent, W. E., Shock, P.J., & Snow, R. E. (1983). Shopping: Tourism's unsung hero(ine). Joumal of Travel Research. 21(4), 2-4.

Kerlinger, F. (1986). Foundations in Behavioral Research (3rd ed.). Fort Worth, TX: Holt, Rinehart, & Winston.

Lieper, N. (1984). Tourism and Leisure: The significance of tourism in the leisure spectmm. In M. Kahn, M. Olsen, & T. Var (Eds.), VNR's Encvclopedia of Hospitality and Tourism. New York: Van Norstrand Reinhold.

Lincoln, D., & McCain, G. (1985). Marketing decision-making problems faced by small business retailers, Joumal of the Academy of Marketing Science. 13(3), 183-197.

Littrell, M. (1993, March). Personal communication, Iowa State University, Ames, 50011-1120. 126

Littrell, M., Kean, R., Baizerman, S., Reilly, R., Stout, J., Niemeyer, S., & Gahring, S. (1990). Tourism and craft marketing: Producers, retailers and consumers. In 1990 Proceedings of the 11th Annual Conference of the CenStates Chapter of the Travel and Tourism Research Association (pp. 101- 103). Salt Lake City: University of Utah.

Littrell, M, Reilly, R., & Stout, J. (1992). Consumer profiles for fiber, clay, and wood crafts. Home Economics Research Joumal. 2Q(4), 275-289.

Littrell, M., Reilly, R., Stout, J., Kean, R., Niemeyer, S., Baizerman, S., & Gahring, S. (1989). Tourism and craft marketing: Producers, retailers, and consumers. Research proposal funded by the North Central Regional Center for Rural Development, Iowa State University, Ames, lA.

MacCannell, D. (1976). The tourist: A new theory of the leisure class. New York: Schocken.

Mason, J. B., & Mayer, M. (1984). Modem Retailing (3rd ed.). Piano, TX: Business Publications.

Mazanec, J. (1984). How to detect travel market segments: A clustering approach, Joumal of Travel Research. 23, 17-20.

Mcintosh, R. W., & Goeldner, C. R. (1990). Tourism principles, practices, philosophies (6th ed.). New York: John Wiley.

Moschis, G. P. (1976). Shopping orientations and consumer uses of information, Joumal of Retailing. 52(2), 61-70, 93.

Petersen, G. (1985). The storv of the Hamilton stores and Yellowstone national park. Yellowstone National Park: Hamilton Stores, Inc.

Poling-Kempes, L. (1991). The Harvev giris. New York: Paragon House.

Popelka, C, & Littrell, M. (1991). Influence of tourism on handcraft evolution. Annals of Tourism Research. 18, 392-413.

Punj, G., & Stewart, D. (1983). Cluster analysis in marketing research: Review and suggestions for application, Joumal of Marketing Research. 2Q, 134-48.

Pysarchik, D. (1986). Tourism retailing as an employment base. In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami. 127 Pysarchik, D. (1989). Tourism retailing. In S. F. Witt & L. Moutinho (Eds.), Tourism Marketing and Management Handbook (553-556). New York: Prentice Hall.

Rao, S. R., Thomas, E. G., & Javalgi, R. G. (1992). Activity preferences and trip- planning behavior of the U.S. outbound pleasure travel market, Joumal of Travel Research. ^(3), 3-12.

Robinson, P. B., Stimpson, D. V., Huefner, J. C, & Hunt, H. K. (1991). An attitude approach to the prediction of entrepreneurship, Entrepreneurship Theory and Practice. 15(4), 13-31.

Romesburg, H. C. (1979). Use of cluster analysis in leisure research, Joumal of Leisure Research. 11(2), 144-153.

Smith, V. L. (Ed.). (1977). Hosts and guests: The anthropology of tourism. Philadelphia: University of Pennsylvania.

Solomon, S. (1986). Small Business USA. New York: Crown Publishers.

Troxell, M., & Stone, E. (1981). Fashion Merchandising. New York: McGraw-Hill.

Wallendorf, M., & Amould, E. J. (1988). "My favorite things": A cross-cultural inquiry into object attachment, possessiveness, and social linkage, Joumal of Consumer Research. 14, 531-547.

Webster's ninth new collegiate dictionary (1985). Springfield, MA: Merriam-Webster.

Westbrook, R., & Black, W. (1985). A motivation-based shopper typology, Joumal of Retailing. 61(1), 78-103.

Witter, B. S. (1985). Attitudes about a resort area: A comparison of tourists and local retailers, Joumal of Travel Research. 24(1), 14-19.

Witter, B. S., & Davis, B. (1985). The tourist dependent retailer: Who is surviving the 1980's economy? In J. Gifford (Ed.). American Collegiate Retailing Association Clearinghouse. Oxford, OH: University of Miami. APPENDIX A: TOURIST COVER LETTER

AND SURVEY INSTRUMENT

128 129

July 30, 1993

Dear Traveler,

Souvenirs are a universal reminder of travel experiences. Travelers often purchase items when on vacation to remember the experience when they retum home. You have been chosen to be part of a special group of travelers asked to give information about purchases made when traveling.

I know your time is valuable, but would you please complete the following questionnaire relating to souvenir purchases. The questionnaire will take approximately 15-20 minutes to complete. It is important that an adult at least 18 years of age complete the questionnaire. Please retum the completed questionnaire in the enclosed self-addressed envelope.

You may be assured complete confidentiality. The questionnaire has an identification number for mailing purposes only. Upon retum of the questionnaire the identification number will be detached from the questionnaire and used to remove your name from a follow-up mailing list. Your name will not be associated with the questionnaire itself.

This project has been undertaken to complete requirements for a doctoral degree in merchandising. Your comments and participation are very important to me. You may receive a summary of the results by writing your name and address on the back of the retum envelope.

I would appreciate having the questionnaire retumed before August 20, 1993. Thank-you for your help with this project.

Sincerely,

Kris Swanson Project Director 130

SOUVEIMIR MARKETING IIM THE SOUTHWEST

Souvenirs are a universal renninder of special monnents or events. The purchase of a souvenir serves as a tangible way of remembering an otherwise intangible experience. Effective retailing of souvenirs requires an understanding of souvenir consumers.

This survey is conducted to gain information on the souvenir market in the Southwest. The questionnaire should be completed by an individual 18 years or older who has traveled in Arizona, Colorado, New Mexico, or Utah between July 1, 1992 and June 30, 1993 and purchased souvenirs.

Please respond to each question or statement, Thank you for your assistance. 131

Part 1: Travel in the Southwest

I am interested in developing a profile of tourists who have traveled in the Southwest between July 1, 1992 and June 30, 1993, and purchased souvenirs. A Tourist is defined as a temporarily leisured person who voluntarily visits a different geographical location to experience a change. This experience may include traveling for the purpose of a vacation, visiting family and/or friends, attending a convention or conducting business, or other reasons for travel. A Souvenir is defined as a universal reminder of a special moment or event such as a vacation.

If you have taken more than one trip to the Southwest states since July 1, 1992, please select the trip that was most memorable in which you purchased a souvenir.

T-1. Have you traveled in Arizona, Colorado, New Mexico, or Utah as a tourist between July 1, 1992 and June 30, 1993 and purchased a souvenir? (Circle one)

1 YES PLEASE CONTINUE

2 NO IF YOU ANSWERED NO, PLEASE RETURN THE QUESTIONNAIRE IN THE ENCLOSED ENVELOPE EVEN IF YOU DID NOT VISIT THE STATES IDENTIFIED IN THIS STUDY OR PURCHASED A SOUVENIR.

T-2. Which state(s) did you visit? (Circle as many numbers as apply)

1 ARIZONA 2 COLORADO 3 NEW MEXICO 4 UTAH

T-3. What was the major purpose for your trip? (Circle as many numbers as apply

1 VACATION 2 VISITING FAMILY AND/OR FRIENDS 3 BUSINESS 4 ATTENDING A CONVENTION 5 ACCOMPANYING A PERSON WHO WAS ON BUSINESS OR ATTENDING A CONVENTION 6 TRAVELING TO/FROM WINTER HOME 7 OTHER (Please specify) 132

Part 2: Souvenir Merchandise

Travelers buy many types of souvenirs to bring home for themselves or for others. Here is a list of some common souvenir products. How important is it to you to purchase any of these products when you travel? In the space to the right of each statement, circle the number that best describes how important each product is to you.

circle 5 if the product is VERY IMPORTANT to you circle 4 if the product is IMPORTANT to you circle 3 if the product is NEITHER IMPORTANT OR UNIMPORTANT to you circle 2 if the product is UNIMPORTANT to you circle 1 if the product is VERY UNIMPORTANT to you

T-4 How important are these products to you... Circle the number

1 CRAFTS 5 4 3 2 1 2 ANTIQUES 5 4 3 2 1 3 T-SHIRTS, SWEATSHIRTS OR OTHER CLOTHES WITH THE NAME OR PICTURE OF A LOCATION OR ATTRACTION 5 4 3 2 1 4 OTHER ARTISTIC OR AUTHENTIC CLOTHING 5 4 3 2 1 5 COSTUME JEWELRY OR ACCESSORIES 5 4 3 2 1 6 FINE JEWELRY OR JEWELRY NATIVE TO THE REGION (SUCH AS BLACK HILLS GOLD) 5 4 3 2 1 7 OTHER MEMENTOS OF THE LOCATION OR ATTRACTION (SUCH AS PENS, BUMPER STICKERS, BALLOONS, KEY CHAINS) 5 4 3 2 1 8 ART 5 4 3 2 1 9 LOCAL FOODS (SUCH AS WILD RICE, JAMS) 5 4 3 2 1 10 BOOKS ABOUT THE AREA, STATE, HISTORY OR ATTRACTIONS 5 4 3 2 1 11 POSTCARDS OR BOOKLETS 5 4 3 2 1 12 COLLECTIBLES 5 4 3 2 1 13 TOYS 5 4 3 2 1 133

Part 3: Merchandise Selection Factors

Listed below are criteria you may use when selecting souvenirs when you travel. Circle the number that best describes how important each criterion is to you when selecting souvenirs.

circle 5 if the criterion is VERY IMPORTANT to you circle 4 if the criterion is IMPORTANT to you circle 3 if the criterion is NEITHER IMPORTANT OR UNIMPORTANT to you circle 2 if the criterion is UNIMPORTANT to you circle 1 if the criterion is VERY UNIMPORTANT to you

T-5 How important are these criteria. Circle the number

1 APPEALING DESIGN 5 4 3 2 1 2 APPEALING COLORS 5 4 3 2 1 3 ITEM CAN BE WORN 5 4 3 2 1 4 ITEM CAN BE USED 5 4 3 2 1 5 ITEM CAN BE DISPLAYED IN THE HOME 5 4 3 2 1 6 HAS A NAME, MOTIF, OR DESIGN RELATED TO THE PLACE YOU ARE VISITING 5 4 3 2 1 7 UNIQUE, ONE OF A KIND, OR LIMITED EDITION 5 4 3 2 1 8 A CLEVER IDEA 5 4 3 2 1 9 PRICE 5 4 3 2 1 10 EASY TO CARE FOR OR CLEAN 5 4 3 2 1 11 MADE BY A WELL-KNOWN CRAFTSPERSON OR ARTISAN FROM THE AREA 5 4 3 2 1 12 WORKMANSHIP IS OF HIGH QUALITY 5 4 3 2 1 13 NEW, INNOVATIVE 5 4 3 2 1 14 MADE IN THE STATE YOU ARE VISITING 5 4 3 2 1 15 HUMOROUS 5 4 3 2 1 16 EASY TO PACK AND CARRY WITH YOU ON THE TRIP 5 4 3 2 1 17 FITS INTO YOUR COLLECTION 5 4 3 2 1 18 A GOOD GIFT 5 4 3 2 1 134

Part 4: Information Sources

There are many different sources available which you may use to determine information about souvenirs in the area you are visiting. Here is a list of common information sources people use to learn about souvenir offerings. How important are each of these sources to you when you travel? In the space to the right of each statement, circle the number that best describes how important each source is to you.

circle 5 if the source is VERY IMPORTANT to you circle 4 if the source is IMPORTANT to you circle 3 if the source is NEITHER IMPORTANT OR UNIMPORTANT to you circle 2 if the source is UNIMPORTANT to you circle 1 if the source is VERY UNIMPORTANT to you

T-6 How important are these sources of information to you...

Circle the number

1 TRAVEL MAGAZINES AND GUIDE BOOKS 5 4 3 2 1 2 TOURIST BROCHURES OR STATE TRAVEL PACKETS 5 4 3 2 1 3 TRAVEL AGENTS 5 4 3 2 1 4 MAGAZINES OR NEWSPAPERS WITH ARTICLES ABOUT THE AREA YOU ARE VISITING 5 4 3 2 1 5 ADVERTISEMENTS IN LOCAL NEWSPAPERS 5 4 3 2 1 6 BOOKS ABOUT TYPES OF SOUVENIRS THAT INTEREST YOU 5 4 3 2 1 7 PEOPLE WHO HAVE BEEN HERE BEFORE 5 4 3 2 1 8 TOUR LEADERS 5 4 3 2 1 9 INFORMATION AT YOUR HOTEL, EITHER WRITTEN OR FROM HOTEL PERSONNEL 5 4 3 2 1 10 LOCAL TOWNSPEOPLE 5 4 3 2 1 11 LOCAL SHOPS 5 4 3 2 1 12 INFORMATION AT GALLERIES, MUSEUMS, OR HISTORICAL SOCIETIES 5 4 3 2 1 13 TELEPHONE BOOK - WHITE OR YELLOW PAGES 5 4 3 2 1 14 DIRECTORY OR MAP OF LOCATIONS OR EVENTS 5 4 3 2 1 135

Part 5: Souvenir Shopping Locations

Next, I have listed places where you might shop for souvenirs when you travel. How likelv are you to shop in these places for souvenirs when you travel?

circle 5 if you are VERY LIKELY to shop there for souvenirs circle 4 if you are LIKELY to shop there for souvenirs circle 3 if you are NEITHER LIKELY OR UNLIKELY to shop there for souvenirs circle 2 if you are UNLIKELY to shop there for souvenirs circle 1 if you are VERY UNLIKELY to shop there for souvenirs

T-7 How likely are you to shop at... Circle the number

1 CRAFTSPERSON OR ARTISAN'S STUDIO OR WORKSHOP 5 4 3 2 2 GIFT SHOP 5 4 3 2 3 VARIETY SHOP 5 4 3 2 4 ART GALLERY OR MUSEUM SHOP 5 4 3 2 5 CLOTHING BOUTIQUE 5 4 3 2 6 T-SHIRT SHOP 5 4 3 2 7 JEWELRY OR ACCESSORY SHOP 5 4 3 2 8 RESTAURANT OR TAVERN 5 4 3 2 9 ANTIQUE SHOP 5 4 3 2 10 NATIONAL OR REGIONAL DISCOUNT, CHAIN, OR DEPARTMENT STORE 5 4 3 2 11 BAZAAR OR FLEA MARKET 5 4 3 2 12 CRAFT FAIR OR FESTIVAL 5 4 3 2 1 3 SHOP AT A TOURIST SITE OR THEME PARK 5 4 3 2 14 GENERAL STORE SERVING A RESORT OR CAMPING AREA 5 4 3 2 15 GAS STATION OR CONVENIENCE SHOP 5 4 3 2 16 PARKS AND RECREATION GIFT SHOP 5 4 3 2 17 HOTEL, MOTEL, OR BED & BREAKFAST GIFT AREA OR SHOP 5 4 3 2 18 TOURIST VISITOR CENTER, WELCOME CENTER, OR HIGHWAY REST STOP 5 4 3 2 19 AIRPORT 5 4 3 2 136

Part 6: Patronage Motives

Think about the retail environment where souvenirs are sold. Different kinds of settings appeal to different people. The researcher would like to know how important these factors are to you when you shop for souvenirs while traveling.

circle 5 if the factor is VERY IMPORTANT in attracting you to a store circle 4 if the factor is IMPORTANT in attracting you to a store circle 3 if the factor is NEITHER IMPORTANT OR UNIMPORTANT in attracting you to a store circle 2 if the factor is UNIMPORTANT in attracting you to a store circle 1 if the factor is VERY UNIMPORTANT in attracting you to a store

T-8 How important are these factors to you. Circle the number

1 SELECTION AND VARIETY 5 4 3 2 1 2 COMPETITIVE PRICES 5 4 3 2 1 3 QUALITY 5 4 3 2 1 4 UNIQUENESS 5 4 3 2 1 5 SPECIAL IN-STORE EVENTS 5 4 3 2 1 6 LOCATION NEAR MAJOR HIGHWAY 5 4 3 2 1 7 VISUAL DISPLAYS 5 4 3 2 1 8 REPUTATION OF CRAFTSPERSON OR ARTISAN PRODUCERS 5 4 3 2 1 9 HIGH PEDESTRIAN TRAFFIC AREA 5 4 3 2 1 10 LOCATION IN OR NEAR TOURIST ATTRACTION 5 4 3 2 1 11 OTHER ITEMS (BESIDES SOUVENIRS) SOLD IN ESTABLISHMENT 5 4 3 2 1 12 STORE WITH A MODERN APPEARANCE 5 4 3 2 1 13 ITEMS FILLING EVERY SPACE ~ TABLES, SHELVES TUCKED IN NOOKS AND CRANNIES 5 4 3 2 1 14 ITEMS IN SETTINGS THAT SHOW HOW THEY WOULD BE USED OR DISPLAYED 5 4 3 2 1 15 ITEMS ARRANGED SELECTIVELY AND NEATLY 5 4 3 2 1 16 KNOWLEDGEABLE SALESPEOPLE WHO CAN PROVIDE INFORMATION ABOUT THE ITEMS 5 4 3 2 1 17 FRIENDLY SALESPEOPLE WHO INITIATE PLEASANT CONVERSATION 5 4 3 2 1 18 SALESPEOPLE WHO ALLOW CUSTOMERS TO BROWSE 5 4 3 2 1 137

Part 7: Reasons for Travel and Travel Activities

Below is a list of reasons tourists may have for traveling in the United States. Some of these reasons for travel may or may not be important to you. In the space to the right of each statement, circle the number that best describes how important each reason is to you for a satisfying trip.

circle 5 if the reason is VERY IMPORTANT for a satisfying trip circle 4 if the reason is IMPORTANT for a satisfying trip circle 3 if the reason is NEITHER IMPORTANT OR UNIMPORTANT for a satisfying trip circle 2 if the reason is UNIMPORTANT for a satisfying trip circle 1 if the reason is VERY UNIMPORTANT for a satisfying trip

T-9 How important is ... Circle the number

1 PURSUING A HOBBY 5 4 3 2 1 2 TAKING PART IN ADVENTURESOME ACTIVITIES 5 4 3 2 1 3 PURSUING FAMILY HISTORY AND ROOTS 5 4 3 2 1 4 EXERCISING, KEEPING PHYSICALLY FIT 5 4 3 2 1 5 HAVING TIME TO BE BY MYSELF 5 4 3 2 1 6 STUDYING IN A CLASS FOR ENRICHMENT 5 4 3 2 1 7 BEING CLOSE TO NATURE 5 4 3 2 1 8 VISITING EXCITING PLACES 5 4 3 2 1 9 ESCAPING FROM DAILY ROUTINE 5 4 3 2 1 10 SEEING SPECTACULAR SCENERY 5 4 3 2 1 11 GAINING A NEW PERSPECTIVE ON PEOPLE AND HISTORY 5 4 3 2 1 12 GETTING PLENTY OF REST OR SLEEP 5 4 3 2 1 13 VISITING FAMILY OR FRIENDS 5 4 3 2 1 14 FINDING ACTIVITIES FOR CHILDREN 5 4 3 2 1 15 HAVING TIME FOR ROMANCE 5 4 3 2 1 16 NOT HAVING A SCHEDULE 5 4 3 2 1 17 VISITING PLACES I'VE NEVER BEEN BEFORE 5 4 3 2 1 18 DEVELOPING SKILL IN A SPORT OR ART 5 4 3 2 1 19 EXPERIENCING PHYSICAL CHALLENGES 5 4 3 2 1 20 LIVING IN LUXURY WHILE ON A TRIP 5 4 3 2 1 21 GOING TO AS MANY DIFFERENT PLACES AS POSSIBLE IN A TRIP 5 4 3 2 1 22 GOING TO FAMOUS PLACES IN THE U.S. 5 4 3 2 1 23 GOING TO PLACES OFF-THE-BEATEN TRACK 5 4 3 2 1 24 RETURNING TO PLACES 5 4 3 2 1 25 DOING THINGS WITH MY FAMILY OR TRAVELING COMPANIONS 5 4 3 2 1 138

Below are activities that tourists might take part in while traveling in the United States. Some of these activities may or may not be important to you as you travel. In the space to the right of each statement circle the number that best describes how important each activity is to you for a satisfying trip.

circle 5 if the activity s VERY IMPORTANT as you travel circle 4 if the activity s IMPORTANT as you travel circle 3 if the activity s NEITHER IMPORTANT OR UNIMPORTANT circle 2 if the activity s UNIMPORTANT as you travel circle 1 if the activity s VERY UNIMPORTANT as you travel

T-10 How important is ... Circle the number

1 SOCIALIZING WITH FELLOW TRAVELERS 5 4 3 2 1 2 FISHING OR HUNTING 5 4 3 2 1 3 VISITING WITH LOCAL RESIDENTS 5 4 3 2 1 4 EATING IN SPECIAL RESTAURANTS 5 4 3 2 1 5 TAKING GUIDED TOURS TO SPECIAL SITES 5 4 3 2 1 6 GOING OUT DANCING OR TO NIGHTCLUBS 5 4 3 2 1 7 VISITING STATE OR NATIONAL PARKS 5 4 3 2 1 8 EATING FOODS OF THE REGION 5 4 3 2 1 9 VISITING THEME PARKS 5 4 3 2 1 10 WALKING AROUND IN A TOWN OR CITY 5 4 3 2 1 11 ANTIQUING 5 4 3 2 1 12 ATTENDING FESTIVALS OR FAIRS 5 4 3 2 1 13 VISITING HISTORIC HOMES, SITES, OR MUSEUMS 5 4 3 2 1 14 ATTENDING CONCERTS OR THE THEATER 5 4 3 2 1 15 VISITING ART GALLERIES, MUSEUMS, OR ART STUDIOS 5 4 3 2 1 16 SHOPPING 5 4 3 2 1 17 ATTENDING SPORTS EVENTS 5 4 3 2 1 18 ATTENDING ART OR CRAFT FAIRS 5 4 3 2 1 19 TAKING PHOTOGRAPHS 5 4 3 2 1 20 PEOPLE-WATCHING 5 4 3 2 1 21 CAMPING 5 4 3 2 1 22 ATTENDING RELIGIOUS SERVICES 5 4 3 2 1 23 HIKING, BACKPACKING, OR TAKING NATURE WALKS 5 4 3 2 1 24 BUYING LOCAL ARTS AND CRAFTS 5 4 3 2 1 25 SWIMMING, TENNIS, GOLF, SKIING BICYCLING, BOATING OR SAILING 5 4 3 2 1 26 BRINGING HOME SOUVENIRS FROM THE TRIP 5 4 3 2 1 139

Part 8: Background Questions

I would like to ask a few questions about you to help interpret the results of this study.

T-11 Your gender. (Circle one)

1 FEMALE

2 MALE

T-12 Your age. (Circle one)

4 65 AND ABOVE 3 45 TO 64 2 30 TO 44 1 18 TO 29 T-13 What was your gross family income from all sources in 1992? (Circle one)

7 $60,000 AND ABOVE 6 $50,000 TO $59,999 5 $40,000 TO $49,999 4 $30,000 TO $39,999 3 $20,000 TO $29,999 2 $10,000 TO $19,999 1 LESS THAN $9,999

T-14 Which is your highest level of education completed? (Circle one)

6 A GRADUATE DEGREE 5 SOME GRADUATE WORK 4 COMPLETED COLLEGE OR UNIVERSITY 3 1-3 YEARS TECHNICAL, VOCATIONAL, OR COLLEGE 2 COMPLETED HIGH SCHOOL 1 LESS THAN 12 YEARS

T-15 In what state do you currently reside? (Circle one)

1 ARIZONA 2 COLORADO 3 NEW MEXICO 4 UTAH 5 OTHER (Please specify) 140

If there is anything else you would like to tell me about buying souvenirs when you travel, please use this space for additional comments.

Thank you very much for your help with this project!

Your contribution to this effort is greatly appreciated. If you would like a summary of results, please print your name and address on the back of the return envelope (NOT on this questionnaire). I will see that you get a summary of the results.

If the stamped, addressed envelope for returning the questionnaire has been misplaced, please return to:

Souvenir Marketing in the Southwest Kris Swanson 2380 CO Bar Trail Flagstaff, Arizona 86001

This project is done in cooperation with:

Texas Tech University Department of Merchandising, Environmental Design & Consumer Economics Lubbock, Texas 79409-1162 APPENDIX B: RETAILER COVER LETTER

AND SURVEY INSTRUMENT

141 142

July 30, 1993

Dear Retailer,

Souvenirs are a universal reminder of travel experiences. Travelers often purchase items when on vacation to remember the experience when they retum home. You have been chosen to be part of a special group of retailers asked to give information about merchandise provided to travelers.

I know your time is valuable, but would you please complete the following questionnaire relating to souvenir merchandise. The questionnaire will take approximately 10 minutes to complete. It is important that the business owner complete the questionnaire. Please retum the completed questionnaire in the enclosed self-addressed envelope.

You may be assured complete confidentiality. The questionnaire has an identification number for mailing purposes only. Upon retum of the questionnaire the identification number will be detached from the questionnaire and used to remove your name from a follow-up mailing list. Your name will not be associated with the questionnaire itself.

This project has been undertaken to complete requirements for a doctoral degree in merchandising. Your comments and participation are very important to me. You may receive a summary of the results by printing your name and address on the back of the retum envelop.

I would appreciate having the questionnaire retumed before August 20, 1993. Thank-you for your help with this project.

Sincerely,

Kris Swanson Project Director 143

SOUVENIR MARKETING IN THE SOUTHWEST

Souvenirs are a universal reminder of special moments or events. The purchase of a souvenir serves as a tangible way of remembering an otherwise intangible experience. Effective retailing of souvenirs requires an understanding of souvenir consumers.

This survey is conducted to gain information on the souvenir market In the Southwest. The questionnaire should be completed by an owner of a business located in Arizona, Colorado, New Mexico, or Utah and active between July 1, 1992 and June 30, 1993.

Please respond to each question or statement. Thank you for your assistance. 144

Part 1: Business Information

I am interested in developing a profile of retailers who sell souvenirs to tourists specifically in the four Southwest states of Arizona, Colorado, New Mexico, and Utah. A Tourist is defined as a temporarily leisured person who voluntarily visits a different geographical location to experience a change. This experience may include traveling for the purpose of a vacation, visiting family and/or friends, attending a convention or other business, or other reasons for travel. A Souvenir is defined as a universal reminder of a special moment or event such as a vacation.

R-1 Have you been in retail operation in Arizona, Colorado, New Mexico,

or Utah between July 1, 1992 and June 30, 1993? (Circle one)

1 YES PLEASE CONTINUE

2 NO IF YOU ANSWERED NO, PLEASE RETURN THE QUESTIONNAIRE IN THE ENCLOSED ENVELOPE EVEN IF YOU WERE NOT IN RETAIL OPERATION FOR THIS STUDY. R-2 Which state(s) are you located in? (Circle as many numbers as apply)

1 ARIZONA 2 COLORADO 3 NEW MEXICO 4 UTAH

R-3 What is the price range of your merchandise? (Circle one)

3 HIGH END 2 MODERATE 1 LOW END

R-4 Please indicate the range which best represents your 1992 sales volume. (Circle one)

6 MORE THAN $100,000 5 $75,000 UP TO $ 100,000 4 $50,000 UP TO $74,999 3 $25,000 UP TO $49,999 2 $15,000 UP TO $24,999 1 LESS THAN $15,000 145

R-5 Which type of ownership best describes your business? (Circle one)

1 SOLE OWNERSHIP 2 PARTNERSHIP 3 FRANCHISE 4 CORPORATION 5 OTHER (PLEASE EXPLAIN)

R-6 How would you describe your cultural heritage? (Circle one)

1 BLACK/AFRICAN AMERICAN 2 HISPANIC/MEXICAN AMERICAN 3 NATIVE AMERICAN 4 ORIENTAL/ASIAN AMERICAN 5 WHITE 6 OTHER (PLEASE SPECIFY)

R-7 Your gender. (Circle one)

1 FEMALE 2 MALE

R-8 In your estimation, what percentage of people who purchase items from your store are tourists? (Circle one)

4 76 - 100 PERCENT 3 51-75 PERCENT 2 26-50 PERCENT 1 0-25 PERCENT

R-9 In your estimation, what percentage of annual gross sales from your store are made by tourists? (Circle one)

4 76 - 100 PERCENT 3 51-75 PERCENT 2 26-50 PERCENT 1 0-25 PERCENT 146

Part 2: Merchandise Assortment

Many products can be considered souvenirs. A list of products follows. How important is carrying these products in your store? In the space to the right of each statement, circle the number that best describes how important each product is for your store.

circle 5 if the product is VERY IMPORTANT for your store circle 4 if the product is IMPORTANT for your store circle 3 if the product is NEITHER IMPORTANT OR UNIMPORTANT for your store circle 2 if the product is UNIMPORTANT for your store circle 1 if the product is VERY UNIMPORTANT for your store

R-10 How important are these products... Circle the number

1 CRAFTS 5 4 3 2 1 2 ANTIQUES 5 4 3 2 1 3 T-SHIRTS, SWEATSHIRTS OR OTHER CLOTHES WITH THE NAME OR PICTURE OF A LOCATION OR ATTRACTION 5 4 3 2 1 4 OTHER ARTISTIC OR AUTHENTIC CLOTHING 5 4 3 2 1 5 COSTUME JEWELRY OR ACCESSORIES 5 4 3 2 1 6 FINE JEWELRY OR JEWELRY NATIVE TO THE REGION (SUCH AS BLACK HILLS GOLD) 5 4 3 2 1 7 OTHER MEMENTOS OF THE LOCATION OR ATTRACTION (SUCH AS PENS, BUMPER STICKERS, BALLOONS, KEY CHAINS) 5 4 3 2 1 8 ART 5 4 3 2 1 9 LOCAL FOODS (SUCH AS WILD RICE, JAMS) 5 4 3 2 1 10 BOOKS ABOUT THE AREA, STATE, HISTORY, OR ATTRACTIONS 5 4 3 2 1 11 POSTCARDS OR BOOKLETS 5 4 3 2 1 12 COLLECTIBLES 5 4 3 2 1 13 TOYS 5 4 3 2 1 147

Part 3: Merchandise Selection Factors

Listed below are criteria tourists might use in making souvenir purchases. Circle the number that best describes how important you think each of the criteria are to tourists when selecting souvenirs.

circle 5 if the criterion is VERY IMPORTANT to tourists circle 4 if the criterion is IMPORTANT to tourists circle 3 if the criterion is NEITHER IMPORTANT OR UNIMPORTANT to tourists circle 2 if the criterion is UNIMPORTANT to tourists circle 1 if the criterion is VERY UNIMPORTANT to tourists

R-11 How important are these criteria. Circle the number

1 APPEALING DESIGN 5 4 3 2 2 APPEALING COLORS 5 4 3 2 3 ITEM CAN BE WORN 5 4 3 2 4 ITEM CAN BE USED 5 4 3 2 5 ITEM CAN BE DISPLAYED IN THE HOME 5 4 3 2 6 HAS A NAME, MOTIF, OR DESIGN RELATED TO THE PLACE THE TOURIST IS VISITING 5 4 3 2 7 UNIQUE, ONE OF A KIND, OR LIMITED EDITION 5 4 3 2 8 A CLEVER IDEA 5 4 3 2 9 PRICE 5 4 3 2 10 EASY TO CARE FOR OR CLEAN 5 4 3 2 11 MADE BY A WELL-KNOWN CRAFTSPERSON OR ARTISAN FROM THE AREA 5 4 3 2 12 WORKMANSHIP IS OF HIGH QUALITY 5 4 3 2 13 NEW, INNOVATIVE 5 4 3 2 14 MADE IN THE STATE THE TOURIST IS VISITING 5 4 3 2 15 HUMOROUS 5 4 3 2 16 EASY FOR TOURIST TO PACK AND CARRY ON A TRIP 5 4 3 2 17 FITS INTO A TOURIST'S COLLECTION 5 4 3 2 18 IS A GOOD GIFT 5 4 3 2 148

Part 4: Patronage Motives

How important are each of the following factors in attracting tourists to your store to buy souvenirs? In the space to the right of each statement, circle the number that best describes how important each statement is in attracting tourists to your store to purchase souvenirs.

circle 5 if the factor is VERY IMPORTANT in attracting tourists circle 4 if the factor is IMPORTANT in attracting tourists circle 3 if the factor is NEITHER IMPORTANT OR UNIMPORTANT n attracting tourists circle 2 if the factor is UNIMPORTANT in attracting tourists circle 1 if the factor is VERY UNIMPORTANT in attracting tourists

R-12 How important are these factors. Circle the number

1 SELECTION AND VARIETY 5 4 3 2 1 2 COMPETITIVE PRICES 5 4 3 2 1 3 QUALITY 5 4 3 2 1 4 UNIQUENESS 5 4 3 2 1 5 SPECIAL IN-STORE EVENTS 5 4 3 2 1 6 LOCATION NEAR MAJOR HIGHWAY 5 4 3 2 1 7 VISUAL DISPLAYS 5 4 3 2 1 8 REPUTATION OF CRAFTSPERSON OR ARTISAN PRODUCERS 5 4 3 2 1 9 HIGH PEDESTRIAN TRAFFIC AREA 5 4 3 2 1 10 LOCATION IN OR NEAR TOURIST ATTRACTION 5 4 3 2 1 11 OTHER ITEMS (BESIDES SOUVENIRS) CARRIED IN YOUR STORE 5 4 3 2 1 12 STORE WITH A MODERN APPEARANCE 5 4 3 2 1 13 ITEMS FILLING EVERY SPACE - TABLES, SHELVES TUCKED IN NOOKS AND CRANNIES 5 4 3 2 1 14 ITEMS IN SETTINGS THAT SHOW HOW THEY WOULD BE USED OR DISPLAYED 5 4 3 2 1 1 5 ITEMS ARRANGED SELECTIVELY AND NEATLY 5 4 3 2 1 16 KNOWLEDGEABLE SALESPEOPLE WHO CAN PROVIDE INFORMATION ABOUT THE ITEMS 5 4 3 2 1 17 FRIENDLY SALESPEOPLE WHO INITIATE PLEASANT CONVERSATION 5 4 3 2 1 18 SALESPEOPLE WHO ALLOW CUSTOMERS TO BROWSE 5 4 3 2 1 149

If there is anything else you would like to tell the researcher about your souvenir business, please use this space for additional comments.

Thank you very much for your help with this project!

Your contribution to this effort is greatly appreciated. If you would like a summary of results, please print your name and address on the back of the return envelope (NOT on this questionnaire). I will see that you get a summary of the results.

If the stamped, addressed envelope for returning the questionnaire has been misplaced, please return to:

Souvenir Marketing in the Southwest Kris Swanson 2380 CO Bar Trail Flagstaff, Arizona 86001

This project is done in cooperation with:

Texas Tech University Department of Merchandising, Environmental Design & Consumer Economics Lubbock, Texas 79409-1162 APPENDIX C: USE OF CLUSTER ANALYSIS

AND FACTOR ANALYSIS

150 151 Factor analysis refers to a variety of statistical techniques whose common objective is to represent a set of variables in terms of a smaller set of hypothetical variables. Factor analysis can be used for a number of purposes, the most common are:

(1) revealing pattems of interrelationships among variables,

(2) detecting clusters of variables that are strongly intercorrelated and

therefore somewhat redundant,

(3) reducing a large number of variables to a smaller number of

statistically independent variables (factors) that are linearly related to

the original variables.

"Cluster Analysis" is a generic name for a wide variety of statistical methods that can be used to create classifications or taxonomies where groups are formed on the basis of highly similar entities. According to Aldenderfer and Blashfield, most of the varied uses of cluster analysis can be subsumed under four principal goals:

(1) development of a typology or classification,

(2) investigation of useful conceptual schemes for grouping entities,

(3) hypothesis generation through data exploration, and

(4) hypothesis testing, or the attempt to determine if types defined through

other procedures are in fact present in the data.

The methods section of the original proposal called for the use of cluster analysis to develop taxonomies of tourists vis-a-vis their patronage and merchandise choice motives. In the initial proposal stage, cluster analysis was deemed to be an 152 appropriate technique for analysis since the study was conceptually patterned after

Littrell et al. (1991) "Tourism and craft marketing: Producers, Retailers, and

Consumers" which used cluster analysis to derive groupings of tourists patronage, merchandise choice and travel and activity motivations.

Once the data were collected a simple agglomerative cluster analysis was applied to covariance matrices developed for both tourist motivations and activities.

When cluster analysis was performed on the tourist motivation and activity variables the clusters were relatively inconclusive and difficult to interpret. Another problem was that the clusters formed did not adhere to any previous motivation or activity attributes in the tourism research literature.

In an effort to shed some light on the tourist clusters that were formed, exploratory factor analysis was applied to the covariance matrices. The factor analysis yielded groupings of tourists motivations and activities that were more conclusive in the light of tourism research literature.

In terms of patronage motives and merchandise choice there were no statistically significant difference, between the groupings formed by either cluster or factor analysis. Since there was concurrence between the merchandise choice and patronage factors for either method, a decision was made to use factor analysis to describe tourist motivations and activity choices. The resultant factors derived to describe tourist motivations and activity choices are consistent with other studies of tourist motivations, namely Iso-Ahola (1980, 1989) who condensed tourism and recreation into two major dimensions namely, seeking and escaping. Leiper (1984) 153 also distinguishes between recreational leisure (which restores) and creative leisure

(which produces something new) which is consistent with the factor groupings developed in the study.

While the original method proposed for the study identified cluster analysis as the procedure of choice, the resultant clusters derived from the data did not prove to be conclusive. Factor analysis revealed groupings of tourist motivations and activities that were both stable and consistent with the tourism literature.